The Influence of Electronic Word of Mouth (E-Wom) on Brand Trust and Brand Image on Purchasing Decisions for OMG (Oh My Glow) Products in the City Bima

Abstract

This study aims to examine the influence of marketing capability and digital marketing on the marketing performance of MSMEs in Bolo District, Bima Regency. The study employed a quantitative approach using multiple linear regression analysis to determine the partial and simultaneous effects of the independent variables on marketing performance. The results indicate that marketing capability does not have a positive and significant effect on marketing performance. This finding suggests that the marketing capabilities possessed by MSME actors have not been sufficiently effective in directly improving business performance. In contrast, digital marketing has a positive and significant effect on marketing performance, indicating that the effective use of social media, digital communication platforms, online promotion, and other digital channels can improve market reach, customer engagement, and business performance. Furthermore, marketing capability and digital marketing simultaneously have a positive and significant effect on marketing performance. These findings emphasize the importance of integrating marketing capabilities with effective digital marketing practices. Therefore, MSME development programs should strengthen both practical marketing competencies and digital skills to improve the competitiveness and sustainable performance of MSMEs in Bolo District, Bima Regency.