Digital Marketing Implementation Effectiveness Analysis in Improving the Marketing Performance of Small and Medium Enterprises Managed by LINKS USU

Abstract

Marketing performance is a measure of achievement and marketing process activity as a whole from a company. Marketing performance can also be seen as a concept that is used by a product by a company. There are many factors that affect the marketing performance, among them is digital marketing. This research is a descriptive correlational analysis with quantitative research approach. This method is intended to examine to what extent the variation of one factor in relation to other variation of another factor (Rakhmat, 2004). Correlation Method is intended to analyze the effectiveness between digital marketing implementation towards marketing performance of Small to Medium Enterprises (SME) in LINKS USU. The research’s populations are every Small to Medium Enterprises owner in Medan City Managed by Innovation and Business Technology Incubation Department North Sumatra University that have already used digital marketing technology for the past year. Keywords: Effectiveness, Digital Marketing, Marketing Performance, SME.