The Influence of Digital Marketing and Market Orientation on Business Performance Through Innovation of Durian Seedling Sellers in Kemranjen Regency

Abstrak

This study aims to analyze the influence of digital marketing and market orientation on business performance through innovation among durian seedling sellers in Kemranjen Regency. This study used a quantitative approach with a survey method. The population in this study were durian seedling sellers in Kemranjen Regency, with a sample size of 100 durian seedling sellers. Data were collected through questionnaires and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results show that digital marketing and market orientation have a positive and significant influence on business performance, as well as a positive and significant influence on innovation. Innovation has been shown to have a positive and significant influence on business performance and is able to significantly mediate the effect of digital marketing and market orientation on the business performance of durian seedling sellers. The results of this study indicate that the business performance of durian seedling sellers in Kemranjen Regency is directly influenced by digital marketing and market orientation, as well as indirectly through innovation as an intermediary variable. This confirms that innovation plays a crucial role in strengthening the impact of digital marketing strategies and market orientation on improving business performance.