“PELANUSA” MARKET PERFORMANCE: HOW DIGITAL MARKETING PLATFORM COMPLETELY MEDIATE KNOWLEDGE EMPOWERMENT AND INNOVATION PERFORMANCE
Abstract
The hegemony of digital platforms currently presents a formidable challenge for the Pelanusa group that runs a social entrepreneurship-based business that attracts marginalized women and women with disabilities. The purpose of this study is to find out how the role of knowledge empowerment and digital marketing platforms in achieving innovation performance which ultimately has an impact on market performance. A total of 180 Pelanusa entrepreneurs have been researched through a questionnaire and the data were analyzed using PLS. The results of the study prove that the knowledge empowerment is needed to increase the digital marketing platforms. The success of innovation performance does not depend on high knowledge empowerment, but rather depends on the level of digital marketing platforms used, and market performance will be strongly shaped by innovation performance. It is also evident that digital marketing platforms mediate the effect of empowering knowledge on innovation performance in its entirety.
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