THE EFFECT OF DIGITAL MARKETING, DEMOGRAPHY, AND HUMAN RESOURCES COMPETENCY ON THE MARKETING PERFORMANCE OF THE UPPKS GROUP OF BERGAS SUB-DISTRICT IN THE TIME OF COVID-19 RECOVERY

Authors

  • Tri Imaliya Universitas Sains dan Teknologi Komputer, Indonesia
  • Edwin Zusrony Universitas Sains dan Teknologi Komputer, Indonesia http://orcid.org/0000-0002-7298-3283
  • Adi Suryo Ramadhan Universitas Sains dan Teknologi Komputer, Indonesia
  • Azzahro Uswatun Nisa Universitas Sains dan Teknologi Komputer, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v6i4.6674

Abstract

The purpose of this research is to determine the impact of digital marketing, demographic factors, and human resource competencies on the marketing performance of UPPKS Bergas sub-district, Semarang district, during the COVID-19 recovery period. Ex post facto quantitative methods are used in the research design. Five UPPKS were used by the population, totaling 50 employees. A simple random sampling technique was used in this study. The research data is derived from primary data sources, such as questionnaires and observations, as well as secondary data sources, such as related documents. Digital marketing, demographic factors such as gender and age, HR competencies, and marketing performance are the research variables. The data was analyzed using classical assumption tests and hypothesis tests in the form of T tests and F tests, which were aided by the SPSS program. The outcomes of the analysis show that: (1) digital marketing has a significant effect on marketing performance with a significance value of 0.014 in the low category; (2) gender has a significant effect on marketing performance with a significance value of 0.015; (3) age has a significant effect on marketing performance; (4) HR competencies has a significant effect on marketing performance with a significance value of 0.038 in the low category; and (5) all variables combined have a significant effect on marketing performance.

Author Biographies

Tri Imaliya, Universitas Sains dan Teknologi Komputer

Department of Entrepreneurship

Edwin Zusrony, Universitas Sains dan Teknologi Komputer

Business Departement

Adi Suryo Ramadhan, Universitas Sains dan Teknologi Komputer

Department of Entrepreneurship

Azzahro Uswatun Nisa, Universitas Sains dan Teknologi Komputer

Department of Entrepreneurship

References

Kementerian Koordinator Bidang Perekonomian, “UMKM Menjadi Pilar Penting dalam Perekonomian Indonesia - Kementerian Koordinator Bidang Perekonomian Republik Indonesia,†May 05, 2021. https://ekon.go.id/publikasi/detail/2969/umkm-menjadi-pilar-penting-dalam-perekonomian-indonesia (accessed Aug. 07, 2022).

L. M. Hamza and D. Agustien, “Pengaruh Perkembangan Usaha Mikro, Kecil, dan Menengah Terhadap Pendapatan Nasional Pada Sektor UMKM di Indonesia,†J. Ekon. Pembang., vol. 8, no. 2, 2019, doi: 10.23960/jep.v8i2.45.

S. Suyanto, “Faktor Demografi, Financial Technology, Dan Kinerja Keuangan Usaha Mikro Kecil Dan Menengah (Umkm): Inklusi Keuangan Sebagai Mediasi,†Akunt. DEWANTARA, vol. 6, no. 1, 2022, doi: 10.26460/ad.v6i1.12123.

I. Nuraini and D. Susilowati, “Pendampingan Pemasaran Online Pada Kelompok Usaha Peningkatan Pendapatan Keluarga Sejahtera (Uppks) Di Kecamatan Lowokwaru Kota Malang,†PEDULI J. Ilm. Pengabdi. Pada Masy., vol. 5, no. 1, 2021, doi: 10.37303/peduli.v5i1.228.

D. Krisnawati, “Peran Perkembangan Teknologi Digital Pada Strategi Pemasaran Dan Jalur Distribusi Umkm Di Indonesia,†J. Manaj. Bisnis Krisnadwipayana, vol. 6, no. 1, 2018, doi: 10.35137/jmbk.v6i1.175.

W. Jati and H. Yuliansyah, “Pengaruh Strategi Pemasaran Online (Online Marketing Strategy) Terhadap Minat Beli Konsumen (Studi Kasus Pada Toko Online Shop Azzam Store),†J. Pemasar. Kompetitif, vol. 1, no. 1, pp. 2598–0823, Oct. 2017, doi: 10.32493/JPKPK.V1I01.679.

R. Saparita, E. W. Hidajat, and E. K. Apriliyadi, “Pengembangan ekonomi desa penghasil kopi melalui pemanfaatan ilmu pengetahuan dan teknologi di Kabupaten Belu,†Riau J. Empower., vol. 2, no. 2, pp. 81–91, Oct. 2019, doi: 10.31258/RAJE.2.2.81-91.

A. Darmawan, A. Sepriani, F. Bagis, and D. V. Rahmawati, “Pengaruh Faktor Demografi, Locus of Control, Literasi Keuangan, dan Inklusi Keuangan Terhadap Kinerja Keuangan,†J. Ilm. Akunt. dan Keuang., vol. 10, no. 2, 2021.

Kecamatan Bergas Kabupaten Semarang, “GEOGRAFIS.†https://bergas.semarangkab.go.id/geografis/ (accessed Aug. 07, 2022).

Badan Pusat Statistik Kabupaten Semarang, “[Sidukcapil] Jumlah Penduduk Kecamatan Bergas Menurut Jenis Kelamin (Jiwa), 2018-2020,†2022. https://semarangkab.bps.go.id/indicator/12/251/1/-sidukcapil-jumlah-penduduk-kecamatan-bergas-menurut-jenis-kelamin.html (accessed Aug. 07, 2022).

M. D. Duaja, B. Buhaira, N. Nelyati, and E. Kartika, “Pemberdayaan masyarakat Desa Sri Agung untuk meningkatkan ketahanan pangan dengan introduksi padi hitam di pekarangan,†Riau J. Empower., vol. 1, no. 1, pp. 37–43, Aug. 2018, doi: 10.31258/RAJE.1.1.5.

S. Suhana, A. Kartika, and H. B. Putra, “Peningkatan Kinerja Uppks Ika Mandiri: Peran Pengelolaan Sdm Dan Pemasaran,†J. Penamas, vol. 6, no. 1, pp. 67–74, 2022, Accessed: Aug. 07, 2022. [Online]. Available: https://unisbank.ac.id/ojs/index.php/penamas/article/view/8996.

A. Hendrawan, H. Sucahyowati, K. Cahyandi, A. Rayendra, and A. Maritim Nusantara, “Pengaruh Marketing Digital Terhadap Kinerja Penjualan Produk Umkm Asti Gauri Di Kecamatan Bantarsari Cilacap Program Doktor Ilmu Manjemen Unsoed,†2019.

H. Priyanto, M. Najib, and S. Septiani, “Faktor Adopsi E-Marketing dan Pengaruhnya Terhadap Kinerja Pemasaran UKM Kuliner Kota Bogor,†J. Sist. Inf. Bisnis, vol. 10, no. 2, 2020.

D. S. N. Marbun and M. Simanjuntak, “Pengaruh Digital Marketing terhadap Peningkatan Kinerja Pemasaran UMKM Pariwisata di Kabupaten Toba Indonesia,†Pros. Semin. Nas. Ekon. dan Bisnis, vol. 1, pp. 130–142, Dec. 2021, doi: 10.33479/SNEB.V1I.125.

F. Liñán and A. Fayolle, “A systematic literature review on entrepreneurial intentions: citation, thematic analyses, and research agenda,†Int. Entrep. Manag. J., vol. 11, no. 4, 2015, doi: 10.1007/s11365-015-0356-5.

C. T. Wahyudi, D. Ratnawati, and S. A. Made, “Pengaruh Demografi, Psikososial, Dan Lama Menderita Hipertensi Primer Terhadap Kepatuhan Minum Obat Antihipertensi,†J. JKFT, vol. 2, no. 2, 2018, doi: 10.31000/jkft.v2i1.692.

I. N. Nurfarida and E. Sarwoko, “Orientasi kewirausahaan sebagai mediasi faktor demografis terhadap kinerja bisnis,†J. Ekon. Mod., vol. 15, no. 2, 2019, doi: 10.21067/jem.v15i2.3292.

R. Rosmaini and H. Tanjung, “Pengaruh Kompetensi, Motivasi Dan Kepuasan Kerja Terhadap Kinerja Pegawai,†Maneggio J. Ilm. Magister Manaj., vol. 2, no. 1, pp. 1–15, Oct. 2019, doi: 10.30596/MANEGGIO.V2I1.3366.

R. Rahmi, “Pengaruh Kompetensi Wirausaha Dan Kemandirian Pribadi Terhadap Keberhasilan Usaha (Studi Pada Usaha Mikro Di Kecamatan Galesong Utara Kabupaten Takalar),†2019, Accessed: Aug. 07, 2022. [Online]. Available: https://onesearch.id/Record/IOS3399.14310/Details#toc.

Z. Asyifa, M. Rakib, and H. T. Tahir, “Pengaruh Kompetensi Kewirausahaan Terhadap Kinerja Usaha (Studi Pada Usaha Mikro Di Kecamatan Ma’rang Kabupaten Pangkep),†vol. 53, no. 9, 2019.

J. Mani, “Pengaruh Peran Nilai Pelanggan Dan Citra Merek Terhadap Kinerja Pemasaran,†J. Mandiri Ilmu Pengetahuan, Seni, dan Teknol., vol. 2, no. 2, pp. 263–280, Dec. 2018, doi: 10.33753/MANDIRI.V2I2.43.

A. Anggita and W. Kawedar, “Pengaruh Knowledge Sharing dan Faktor Demografi terhadap Kinerja Pegawai,†Diponegoro J. Account., vol. 6, no. 3, 2017.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, 2019.

I. Lestari, Dampak Faktor Demografi Dan Literasi Keuangan Syariah Terhadap Kemampuan Karyawan Perbankan Syariah Di PT. Bank Sumut Kantor Cabang Syariah Medan. 2021.

K. Budiwinarto and S. Susilowati, “Analisis Pengaruh Usia Dan Status Pernikahan Terhadap Kinerja Karyawan Pt. Glofin Kebakkramat Kabupaten Karanganyar,†Surakarta Manag. J., vol. 3, no. 1, 2021, doi: 10.52429/smj.v3i1.625.

E. Alsandria and S. Syarifuddin, “Pengaruh Kompetensi Terhadap Kinerja Karyawan Di Unit Pemasaran Pt. Bio Farma,†… Manag., vol. 6, no. 2, 2019.

Kusuma, I. L., Dewi, M. W., & Tho’in, M. (2021). Analysis of the effect of human resources competency, utilization of technological information, and internal control systems on the value of financial reporting information. Annals of the Romanian Society for Cell Biology, 14628-14638.

Downloads

Additional Files

Published

2022-12-15

How to Cite

Imaliya, T., Zusrony, E., Ramadhan, A. S., & Nisa, A. U. (2022). THE EFFECT OF DIGITAL MARKETING, DEMOGRAPHY, AND HUMAN RESOURCES COMPETENCY ON THE MARKETING PERFORMANCE OF THE UPPKS GROUP OF BERGAS SUB-DISTRICT IN THE TIME OF COVID-19 RECOVERY. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(4). https://doi.org/10.29040/ijebar.v6i4.6674

Issue

Vol. 6 No. 4 (2022): IJEBAR, Vol. 6 Issue 4, December 2022

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Most read articles by the same author(s)