Research Article
The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City
@INPROCEEDINGS{10.4108/eai.4-11-2020.2304613, author={Johannes Baptista Halik and Maria Yessica Halik and Nurlia Nurlia and Hardiyono Hardiyono and Ibriati Kartika Alimuddin}, title={The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City}, proceedings={Proceedings of the First International Conference on Economics, Business and Social Humanities, ICONEBS 2020, November 4-5, 2020, Madiun, Indonesia}, publisher={EAI}, proceedings_a={ICONEBS}, year={2021}, month={2}, keywords={digital marketing; brand awareness; smes; makassar city}, doi={10.4108/eai.4-11-2020.2304613} }- Johannes Baptista Halik
Maria Yessica Halik
Nurlia Nurlia
Hardiyono Hardiyono
Ibriati Kartika Alimuddin
Year: 2021
The Effect of Digital Marketing and Brand Awareness on the Performance of SMEs in Makassar City
ICONEBS
EAI
DOI: 10.4108/eai.4-11-2020.2304613
Abstract
Small and Medium Enterprises are one of the pillars that support state revenues and a means to support the Indonesian economy towards a better direction. Brand awareness is one of the things that every company dreams of in improving its performance. The company's performance, which is supported by the company's sales of the brands they own, will certainly increase with the brand awareness of consumers of the brands offered by a company. For this reason, the authors feel the need to examine the components that affect the performance of the company, in this case Small and Medium Enterprises as the object. The methods used are: 1) The validity test of each component of Digital Marketing and Brand Awareness, where the valid components are re-tested using; 2) Reliability test, then the reliable components are carried out; 3) Multiple Regression processing test. As the result, it found that Digital Marketing (X1) and Brand Awareness (X2) together have an effect on the performance of SMEs in Makassar City (Y). Therefore, it is necessary to re-examine the components that play an important role in the performance of SMEs, especially in terms of digital marketing that plays a more important role.
