PENGARUH DIGITAL MARKETING DAN INTELEKTUAL KAPITAL TERHADAP VOLUME PENJUALAN DAN DAMPAKNYA TERHADAP SUSTAINABILITY USAHA KECIL DI KOTA SERANG
DOI:
https://doi.org/10.46306/volatility.v1i2.167Keywords:
Digital Marketing, Intellectual Capital, Sales, Small Business SustainabilityAbstract
Business sustainability is a key factor in maintaining MSMEs. Some important aspects that affect business sustainability are sales volume, the use of information technology in marketing, and intellectual capital. This study aims to analyze the influence of digital marketing and intellectual capital on sales volume and its impact on the sustainability of small businesses in Serang City. This study uses primary data from 200 small business actors in Serang City who were selected through proportional random sampling. Data processing is carried out using the PLS-SEM method using SmartPLS 3.0. The results of the study show that digital marketing and intellectual capital have a direct effect on sales volume and sustainability of small businesses. In addition, sales volume has a direct effect on the sustainability of small businesses. There is also a mediation effect, where sales volume is the mediator of the influence of digital marketing and intellectual capital on the sustainability of small businesses. These findings confirm that the increase in digital marketing and intellectual capital can increase sales volume, which ultimately contributes to the sustainability of small businesses.
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