International Journal of Marketing and Digital Creative

The Mediating Role of Product Quality in the Relationship Between Price and Marketing Performance of Small and Medium Enterprises in Ghana

Collins Kankam-Kwarteng — 2025-03-30

Small and Medium Enterprises (SMEs) play a critical role in Ghana’s economic growth, employment generation, and poverty reduction, yet they encounter significant hurdles in enhancing their marketing performance. With pricing strategies and product quality recognized as pivotal factors in gaining a competitive edge, this study investigates the relationships among price, product quality, and marketing performance in Ghanaian SMEs. The study targeted 100 owner-managers selected through convenience and purposive sampling, and data were analyzed using SMART PLS version 3.0 and SPSS version 25, applying the partial least squares structural equation modeling (PLS-SEM) technique to test the proposed model and hypotheses. Findings reveal a notable positive association between price and marketing performance, underscoring the strategic importance of effective pricing. Additionally, a strong relationship between pricing and product quality was found, emphasizing the need for competitive pricing to support superior product quality. This study also identifies the significant role of product quality in enhancing marketing performance. Importantly, the analysis reveals that product quality mediates the relationship between price and marketing performance, providing new insights into SME dynamics. Based on these results, it is recommended that Ghana’s SMEs pursue a coordinated approach to pricing and quality management. By aligning competitive pricing with a commitment to high-quality product delivery, SMEs can drive customer satisfaction, foster loyalty, and achieve sustainable profitability, thereby improving their overall marketing performance in a competitive landscape.

Digital Transformation in the Records Management of a Private Higher Education Institution in the Philippines

Maria Andrea A Wagan — 2025-04-02

Digital transformation is revolutionizing record management and igniting a bold new era of unparalleled efficiency, enhanced security, and seamless accessibility. This study assessed the implementation of digital record management across three dimensions: efficiency gains; strengthening accuracy; and best practices and identified the challenges organizations face in achieving these goals. This descriptive-quantitative study used a researcher-structured questionnaire to collect data from 56 randomly sampled employees of a private higher education institution (HEI) in the Philippines. The data were analyzed using frequency, percentage, weighted mean, and Spearman's rank correlation analysis. The report highlights best practices in digital record management and delves deeper into data accuracy and security enhancements. The findings also demonstrate that the HEI is working hard to implement best practices in digital record management, including establishing a well-defined plan for the transition from paper to digital records. Implementation obstacles such as data loss and compatibility problems are discussed, and it is revealed that there is no meaningful connection between these challenges and the implementation of digital records management. A proposed strategy roadmap is recommended by the researchers to enhance digital record management in the subject HEI. This study on digital transformation in the records management of a private HEI in the Philippines has the potential to drive significant improvements in the institution’s operations, enhance its reputation and contribute to the broader goals of HEIs in the country.

Factors Influencing Consumer Purchase Intention in Syar’i Hijabs: Insights in Indonesia’s Halal Fashion Market

Nela Rizlah — 2025-03-30

The world's largest Muslim population is in Indonesia, although Muslim fashion buyers have not kept up with the opportunities that have arisen. The purpose of this study is to ascertain how consumer interest in purchasing syar'i hijab is influenced by pricing, product quality, and promotion. The study used a quantitative approach to causal relationships. The sampling technique used is probability sampling. The study's population consisted of Indonesian syar'i hijab wearers. A sample of 496 respondents representing 34 provinces in Indonesia. Online questionnaires were distributed to collect data. Data processing using SEM with SmartPLS software version 3.0. The results showed that price, promotion, and product quality partially had a significant positive effect on consumer purchase intention in the syar'i hijab. The implication of research for business actors, both hijab producers, and traders, is the need to maintain the quality of syar'i hijab, especially related to the innovation of syar'i hijab products that close perfectly but remain fashionable, as well as increase promotion through advertisements in various media.

Influence Affiliate Marketing, Online Customer Review and Online Customer Rating on Shopee Consumers' Purchasing Decisions

Julia Sapitri — 2025-03-30

The emergence of e-commerce has altered the way that consumers make judgments about what to buy. The purpose of this study is to examine how Shopee customers' purchase decisions are impacted by affiliate marketing, online customer reviews, and online customer ratings. In this work, the link between variables is analyzed quantitatively using a Structural Equation Modeling (SEM) methodology. 170 respondents who were active Shopee users were given a questionnaire as part of a survey to gather data. The analysis's findings demonstrate that consumer purchase decisions are positively and significantly impacted by affiliate marketing, online customer reviews, and online customer ratings.

Relationship of Social Media Usage and Employee Performance in a Business Process Outsourcing Company in the Philippines

Fiel Sair Caubang — 2025-03-30

The use of social media (SM) has become pervasive in the work environment, drawing attention because of its positive and negative impacts on employee performance (EP). This study investigated the relationship between SM usage and EP in a Philippine business process outsourcing (BPO) company by examining its impact on EP in terms of productivity, communication, job satisfaction, and professional development. This descriptive-quantitative study employed a researcher-structured approach to examine the relationship between SM usage and EP in a BPO company in the Philippines. The data were collected from 121 employees of the subject BPO using a researcher-structured questionnaire administered via Google Forms and communicated to respondents via Facebook Messenger and Email. Statistical tests such as frequency, percentage, standard deviation, weighted mean, and Spearman’s rank correlation were employed in the data analysis. The findings reveal that the BPO company does not have major issues related to SM usage, and it has a positive effect on EP by increasing employee productivity, improving communication, higher job satisfaction, and providing support for professional development. In addition, there is no significant relationship between problems in SM usage and the aspect of EP on productivity, communication, job satisfaction, and professional development. The researchers suggest EP enhancing strategies like implementation of SM training programs, development of SM usage policies, improvement of company recognition and communication programs, and employee active participation in professional groups. This study can serve as a guide for developing relevant initiatives and programs to improve EP in relation to SM usage in the workplace.