Digital Marketing, Keunggulan Bersaing Moderasi Financial Self-Efficacy : Implikasinya terhadap Kinerja Pemasaran Sektor Bisnis UMKM  Produk Olahan Budidaya Ikan Patin di Kabupaten Kampar Provinsi Riau

Mashur Fadli; Mariaty Ibrahim; Ringgo Eldapi Yozani; Kasmirudin Kasmirudin

doi:10.31539/costing.v7i6.13038

Mashur Fadli Universitas Riau
Mariaty Ibrahim Universitas Riau
Ringgo Eldapi Yozani Universitas Riau
Kasmirudin Kasmirudin Universitas Riau

DOI: https://doi.org/10.31539/costing.v7i6.13038

Keywords: Digital Marketing, Competitive Advantage, Financial Self-Efficacy, Marketing Performance, MSME Sector

Abstract

Penelitian ini bertujuan untuk mengukur pengaruh pemasaran digital, keunggulan bersaing, dan financial self-efficacy sebagai variabel moderasi dan dampaknya terhadap kinerja pemasaran pada sektor UMKM produk olahan ikan patin di Desa Koto Mesjid, Kecamatan XIII Koto Kampar. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data primer dengan menyebarkan kuesioner kepada 50 responden pelaku bisnis dan pengolahan data menggunakan teknik statistik Partial Least Square (PLS). Hasil penelitian ini menegaskan bahwa pemasaran digital marketing tidak berpengaruh signifikan terhadap kinerja pemasaran, keunggulan bersaing berpengaruh signifikan terhadap kinerja pemasaran, variabel financial self-efficacy berpengaruh secara langsung dan signifikan terhadap kinerja pemasaran, variabel financial self-efficacy tidak memoderasi pengaruh digital marketing terhadap kinerja pemasaran, variabel financial self-efficacy tidak memoderasi pengaruh keunggulan bersaing terhadap kinerja pemasaran. Masih ada beberapa faktor atau variabel lain yang mempengaruhi variabel kinerja pemasaran baik secara pengaruh langsung maupun moderasi.

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