The Role of Entrepreneurial Marketing, Digital Marketing Through Product Innovation on SMEs Business Performance

Rike Selviasari; Sudarmiatin; Rafikhein Novia Ayuanti

doi:10.55927/jambak.v3i1.9245

Authors

Rike Selviasari Fakultas Ekonomi Universitas Islam Kadiri
Sudarmiatin Universitas Negeri Malang
Rafikhein Novia Ayuanti 3Fakultas Ekonomi Universitas Islam Kadiri

DOI:

https://doi.org/10.55927/jambak.v3i1.9245

Keywords:

Entrepreneurial Marketing, Digital Marketing, Product Innovation, Business Performance

Abstract

As the Indonesian economy develops, SMEs continue to be an important sector in the commercial landscape. Tofu sector entrepreneurs in Jombang Regency are the subjects of this research. The aim of this research is to examine the influence of digital marketing strategies and entrepreneurship on business performance which is influenced by the suitability of innovative products. The author conducted research using a sample size of 150 SME business actors using quantitative methods with a descriptive approach. According to this research, the impact of digital marketing on business performance is significantly reduced, and the influence of entrepreneurial marketing policies on business performance is significantly reduced through product innovation. Based on research findings, increasing product innovation and digital proficiency

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