Optimising MSMEs B2B Marketing Performance Through Marketing Automation In CRM Strategy

Pitri Yanti; Ratih Hurriyati; Vanessa Gaffar; Puspo Dewi Dirgantari

doi:10.24912/jm.v28i3.1881

Authors

Pitri Yanti Faculty of Economics and Business Education, Universitas Pendidikan Indonesia
Ratih Hurriyati Faculty of Economics and Business Education, Universitas Pendidikan Indonesia
Vanessa Gaffar Faculty of Economics and Business Education, Universitas Pendidikan Indonesia
Puspo Dewi Dirgantari Faculty of Economics and Business Education, Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.24912/jm.v28i3.1881

Keywords: CRM; Marketing Automation; Marketing Performance; MSME B2B; Technology Readiness.

Abstract

This research investigates the influence of technology readiness and ICT capabilities on marketing automation within B2B MSMEs' CRM strategies. Using quantitative methods in 105 B2B MSMEs employing marketing automation tools, the study employs Structural Equation Modeling (SEM) with Lisrel 8.8 software for analysis. Findings reveal that Technology Readiness significantly impacts ICT Capability, with innovation indicators holding a dominant 67.240 per cent effect. ICT Capability positively influences marketing automation, primarily driven by the use of ICT (84.600 per cent). Marketing automation correlates positively with B2B CRM, notably through message reach (65.610 per cent). B2B CRM, in turn, significantly affects Marketing Performance, emphasising improved customer relationship quality (77.400 per cent) and expanded market influence (42.250 per cent). Notably, technology readiness does not directly impact marketing automation, necessitating ICT capability for practical implementation in customer relationship management. In conclusion, marketing automation enhances B2B MSMEs' marketing performance, contingent on their ICT capabilities, despite the importance of technology readiness.

Author Biographies

Pitri Yanti, Faculty of Economics and Business Education, Universitas Pendidikan Indonesia

piri0816@upi.edu

Ratih Hurriyati, Faculty of Economics and Business Education, Universitas Pendidikan Indonesia

ratihhuriyati@upi.edu

Vanessa Gaffar, Faculty of Economics and Business Education, Universitas Pendidikan Indonesia

vanessa@upi.edu

Puspo Dewi Dirgantari, Faculty of Economics and Business Education, Universitas Pendidikan Indonesia

puspodewidirgantari@upi.edu

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