The Influence of Digital Marketing Capability and Marketing Innovation on Marketing Performance through Customer Engagement among SMEs in Kampar Regency

Abstract

This study aims to examine the effect of Digital Marketing Capability and Marketing Innovation on Marketing Performance through Customer Engagement among Small and Medium-sized Enterprises (SMEs) in Kampar Regency, Indonesia. The study is motivated by the increasing importance of digital technology and marketing innovation in helping SMEs strengthen customer relationships and improve marketing performance in a competitive business environment. This research employs a quantitative approach. The population consists of SME owners or managers in Kampar Regency who actively utilize digital marketing activities. Data will be collected through questionnaires using a Likert scale and analyzed using statistical techniques to examine both direct and indirect relationships among the variables. Digital Marketing Capability and Marketing Innovation are positioned as independent variables, Customer Engagement as a mediating variable, and Marketing Performance as the dependent variable. The study is expected to provide empirical evidence regarding the role of digital capabilities and marketing innovation in improving SME marketing performance through stronger customer engagement. The findings are also expected to provide practical implications for SME owners and managers in developing effective digital marketing strategies and innovative marketing practices to enhance customer relationships and business performance.