Improving Marketing Performance through Digital Marketing for Micro Business Actors in the Trade Sector Registered at the Cooperatives and SMEs Service Office

Aris Baharuddin; Wahyuni Sulviana Oudina; Yusi Rensi Seppa; Nur Astaman Putra; Ahmad Syarief Iskandar

doi:10.26858/pdr.v5i2.32443

Improving Marketing Performance through Digital Marketing for Micro Business Actors in the Trade Sector Registered at the Cooperatives and SMEs Service Office

Aris Baharuddin^(1*), Wahyuni Sulviana Oudina⁽²⁾, Yusi Rensi Seppa⁽³⁾, Nur Astaman Putra⁽⁴⁾, Ahmad Syarief Iskandar⁽⁵⁾,

(1) Departement of Administration Science, Universitas Negeri Makassar, Indonesia.
(2) Departement of Administration Science, Universitas Negeri Makassar, Indonesia.
(3) Departement of Administration Science, Universitas Negeri Makassar, Indonesia.
(4) Sekolah Tinggi Agama Islam Negeri (STAIN) Majene, Sulawesi Barat, Indonesia
(5) Fakultas Ekonomi dan Bisnis Islam Institut Islam Negeri Palopo, Indonesia
(*) Corresponding Author

DOI: https://doi.org/10.26858/pdr.v5i2.32443

Abstract

This study aims to (1) describe and analyze marketing performance through digital marketing for micro business actors in the trade sector at South Sulawesi (2) describe and analyze the dominant factors that affect marketing performance through digital marketing on micro businesses in the trading sector at South Sulawesi. This type of research is descriptive qualitative research with data collection techniques were carried out by interviews, observation, and documentation. Validation of data using credibility, transferability, dependability, and confirmability. Data analysis used is data collection, data condensation, data presentation, and drawing conclusions. The results of the data analysis as well as those that have been described show the three indicators which as a measure in analyzing Marketing Performance Improvement through Digital Marketing show very good results.

Keywords

Digital Marketing; MSME; Marketing Performance; Trading; Micro Business

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