The Impact of E-Commerce on Marketing Performance with Innovation Ability as a Mediation Variable in the Tourism Industry in Minahasa District North Sulawesi Province of Indonesia

Abstract

The purpose of this study is to analyze the impact of e-commerce on the marketing performance of the tourism industry by considering the ability to innovate as a mediating variable. This research is a quantitative research with a survey method, where the primary data used was obtained through online questionnaires. All variable items are investigated on a 5-point scale to determine the relationship between the variables proposed in the framework. The sample for this research was the Tourism Industry Consumers and 100 people were randomly selected. The results of this study indicate that e-commerce has no effect on marketing performance, e-commerce has a significant positive effect on innovation ability, innovation ability has a significant positive effect on marketing performance, and e-commerce is mediated by innovation ability which has a significant positive effect on marketing performance. This research concludes that tourism industry actors must continue to increase their ability to innovate for consumer needs, while still utilizing digital platforms to market their products. This can be done as a marketing effort to approach customers effectively and efficiently in order to maintain a business existence in a highly competitive environment.