Idris Hibatullah, Fahmi and -, Prof. Dr. Muzakar Isa, S.e., M.Si and -, Dr. Moechammad Nasir, S. E., M.M (2025) Analysis Of The Influence Of Digital Literacy, Digital Skills, And Marketing Strategies On Property Marketing Performance With Innovation As An Intervening Variable In The Solo Raya Region. Thesis thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the impact of digital skills, digital literacy, and marketing strategy on marketing performance through innovation. A quantitative method was used in this study, with data analysis conducted using SMART PLS 4. The research population consists of companies in the Solo Raya region, with a sample size of 100 companies. The results show that innovation has a positive and significant effect on marketing performance. Digital skills also have a positive and significant impact on both innovation and marketing performance. Digital literacy positively and significantly affects both innovation and marketing performance. Marketing strategy positively and significantly influences innovation and marketing performance. However, the indirect effect of digital skills on marketing performance through innovation is not significant, while digital literacy shows a significant indirect effect on marketing performance through innovation. The indirect effect of marketing strategy on marketing performance through innovation is also not significant.
| Item Type: | Thesis (Thesis) |
|---|---|
| Uncontrolled Keywords: | Digital Skills, Digital Literacy, Marketing Strategy, Marketing Performance, Innovation |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic Development H Social Sciences > HD Management, Business and Labor > Market Place/Business Online H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HE Communications > Social Media |
| Divisions: | Fakultas Ekonomi dan Bisnis > S2 Manajemen |
| Depositing User: | FAHMI IDRIS HIBATULLAH |
| Date Deposited: | 14 May 2025 07:56 |
| Last Modified: | 15 May 2025 01:57 |
| URI: | http://eprints.ums.ac.id/id/eprint/133782 |
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