Difference Analysis of Digital Marketing Implementation in Enterprises Performance: Balanced Scorecard Perspective

نویسندگان

چکیده

This study aims to determine the differences in Micro, Small, and Medium Enterprises’ (MSMEs) performance before after implementing digital marketing. The research paradigm was quantitative with primary data sources. Furthermore, instrument a questionnaire designed measure MSMEs' balanced scorecard perspective on customer internal business processes. number of samples totaled 107 respondents, were collected directly from MSMEs Malang City. determination respondents involved judgment sampling approach. Data analysis mainly descriptive (categorization index) which also hypothesis testing (sample paired t-test). results showed that there significant These shown by analysis, both testing.

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ژورنال

عنوان ژورنال: Jurnal Manajemen Bisnis

سال: 2021

ISSN: ['2086-8200', '2622-6308']

DOI: https://doi.org/10.33096/jmb.v8i2.642