The Influence of E-Marketing Capability and Customer Engagement on SME Marketing Performance with Customer Trust as an Intervening Variable
DOI:
https://doi.org/10.56444/icbe-untagsmg.v4i1.3494Keywords:
e-marketing , customer engagement, customer trust, marketing performanceAbstract
This study aims to analyze the influence of e-marketing and customer engagement on marketing performance. Analyze the influence of e-marketing and customer engagement, customer trust on marketing performance. The sample size was 78 respondents using SEM PLS for data processing. The findings of this study are that there is a significant positive influence between e-marketing on marketing performance; there is a significant positive influence between customer engagement on marketing performance; there is a significant positive influence between e-marketing on customer trust; there is a significant positive influence between customer engagement on customer trust; there is a significant positive influence between customer trust; on marketing performance
References
N. Aprilia, W. T. Subroto, and N. C. Sakti, “The Role of Small and Medium Enterprises ( SMEs ) in Supporting the People ’ s Economy in Indonesia,” vol. XI, no. 2321, pp. 368–376, 2025, doi: 10.51244/IJRSI.
[2] “2. Pandangan tentang PERAN USAHA KECIL DAN MENENGAH (UKM) DALAM PEREKONOMIAN.pdf.”
[3] R. Prasanna, J. Jayasundara, S. Kumara, N. Gamage, and E. M. S. Ekanayake, “Sustainability of SMEs in the Competition : A Systemic Review on Technological Challenges and SME Performance,” pp. 1–18, 2019.
[4] B. K. Alharthey, “Impact of E-marketing Capabilities and E-marketing Orientation on Sustainable Firm Performance of SME in KSA Through E-relationship Management,” vol. 15, no. 2, pp. 71–83, 2023, doi: 10.5539/ijms.v15n2p71.
[5] T. Mtjilibe, E. Rameetse, N. Mgwenya, and B. Thango, “Exploring the Challenges and Opportunities of Social Media for Organizational Engagement in SMEs : A Comprehensive Systematic Review,” 2024, doi: 10.20944/preprints202410.1438.v1.
[6] “4. Pandangan tentang Pengaruh Pemasaran Digital terhadap Kinerja Pemasaran_ Peran Keterlibatan Pelanggan dan Pemasaran Hubungan.pdf.”
[7] W. K. Chong, M. Shafaghi, and B. L. Tan, “Development of a business-to-business critical success factors ( B2B CSFs ) framework for Chinese SMEs,” vol. 29, no. 5, pp. 517–533, 2011, doi: 10.1108/02634501111153700.
[8] “6. Pandangan Terhadap Penggunaan E-Marketing Sebagai Peningkatan Keunggulan Kompetitif Melalui Inovasi Produk dan Kinerja Pemasaran (Survei pada UMKM di Jawa Tengah).pdf.”
[9] “8. Pandangan tentang Pengaruh Pemasaran Digital, Kepercayaan Konsumen, dan Loyalitas Merek terhadap Niat Beli (Studi Kasus Konsumen Produk Ramah Lingkungan).pdf.”
[10] N. Tongdhamachart and S. Sunandha, “Mediating Effect of Digital Marketing Capability on Marketing Effectiveness of Community Enterprises in Nakhon Pathom Province , Thailand,” vol. 38, no. 1, pp. 201–220, 2022.
[11] S. C. Ng, J. C. Sweeney, and C. Plewa, “Customer engagement : A systematic review and future research priorities,” vol. 28, pp. 235–252, 2020.
[12] D. O. Sullivan and A. V Abela, “Measurement Ability and Firm “ T,” vol. 71, no. April, pp. 79–93, 2007.
[13] A. Majid, “The effects of e-marketing orientation on strategic business performance Mediating role of e-trust,” 2018, doi: 10.1108/WJEMSD-12-2017-0109.
[14] S. Syed, R. Chandra, and R. Nampalli, “Empowering Users : The Role Of AI In Enhancing Self- Service BI For Data-Driven Decision Making,” vol. 27, no. 4, 2023, doi: 10.53555/kuey.v27i4.8105.
[15] D. M. Bader, F. L. Aityassine, and M. A. Khalayleh, “The Impact of E-marketing on Marketing Performance as Perceived by Customers in Jordan The Impact of E-marketing on Marketing Performance as Perceived by Customers in Jordan,” vol. 11, no. 6, 2022.
[16] K. Ghafourian, K. Kabirifar, A. Mahdiyar, M. Yazdani, S. Ismail, and V. W. Y. Tam, “A Synthesis of Express Analytic Hierarchy Process ( EAHP ) and Partial Least Squares-Structural Equations Modeling ( PLS-SEM ) for Sustainable Construction and Demolition Waste Management Assessment : The Case of Malaysia,” pp. 1–24, 2021.
[17] S. Sedkaoui, “Analyzing The Relationship Between Servqual Model , Customer Satisfaction , And Loyalty In Algerian Banking Sector Using Pls-Sem,” vol. 18, no. 2, pp. 627–642, 2023.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Proceeding of The International Conference on Business and Economics
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
