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September 25, 2025MARGINAL JOURNAL OF MANAGEMENT ACCOUNTING GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES

The Influence of Digital Marketing and Product Innovation on Marketing Performance with Government Support as a Moderating Variable: A Study on Micro Culinary Enterprises in Depok City

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Authors

RJRoihatul JannahDSDaman Sudarman

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Overview

Quantitative analysis shows digital marketing enhances marketing performance in micro culinary businesses, suggesting key implications for MSMEs.

Key Points

  • Digital marketing significantly improves marketing performance in micro culinary businesses, indicating its critical role.
  • Path coefficient analysis revealed a strong positive relationship, with a coefficient of 0.554 indicating effectiveness.
  • Government support did not meaningfully moderate the influence of digital marketing or product innovation on outcomes.
  • Model analysis explains 38.6% of marketing performance variation, highlighting the need for further investigation into other factors.

Cite This Study

Jannah et al. (2025) studied this question.

synapsesocial.com/papers/68d5e1fbbd7882ccb9b86322https://doi.org/10.55047/marginal.v4i4.1878
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