The Role of Digital Marketing, Customer Orientation, and Entrepreneurial Orientation on the Marketing Performance of Muslim Fashion SMEs in Yogyakarta.

Juliani Juliani; Audita  Nuvriasari

doi:10.55927/fjst.v3i6.9642

Authors

Juliani Juliani Universitas Mercu Buana Yogyakarta
Audita Nuvriasari Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/fjst.v3i6.9642

Keywords:

Digital Marketing, Customer Orientation, Entrepreneurial Orientation, Marketing Performance

Abstract

This research aims to explore the impact of digital marketing, customer orientation, and entrepreneurial orientation on the marketing performance of Muslim fashion SMEs in Yogyakarta. Utilizing 40 participants as a sample and employing questionnaires as the research tool, it applies a non-probability sampling strategy. The findings of this study indicate that: First, digital marketing in the Muslim fashion sector in Yogyakarta has a positive and significant effect on marketing performance. Second, marketing performance in the Muslim fashion sector in Yogyakarta is not significantly influenced by customer orientation. Lastly, entrepreneurial orientation in the Muslim fashion sector in Yogyakarta has a positive and significant effect on marketing performance.

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