Title:
THE INFLUENCE OF MARKETING TECHNOLOGY LITERACY DEGREE AND MARKETING TECHNOLOGY AVAILABILITY ON MARKET PENETRATION STRENGTH WITH MARKETING TECHNOLOGY ACCESSIBILITY AS A MEDIATION AND INTERNAL PERCEPTION OF MARKETING TECHNOLOGY BENEFITS AS A MODERATION IN THE SMALL AND MEDIUM ENTERPRISES SECTOR OF BANDA ACEH CITY

Authors:
Shubhan, Abdul Rahman Lubis, Sorayanti Utami, Indonesia

Abstract:
The research examines the role of marketing technology accessibility on the Influence of Marketing Technology Literacy Degree And Marketing Technology Availability on Market Penetration Strength With Internal Perception Of Marketing Technology Benefits As A Moderation. This study has a sample of 225 entrepreneurs in the small and medium business sectors in Banda Aceh City using the proportionate stratified random sampling technique. and analyzed via SEM AMOS. Research results prove that increasing market penetration strength is proven to be influenced by the degree of technological literacy, availability, and accessibility in the use of technology applied in marketing. Then, the relationship between the degree of literacy and the availability of technology in marketing is proven to be partially mediated by the accessibility in Banda Aceh City. Finally, entrepreneurs' and consumers' internal perceptions of the perceived benefits of using marketing technology significantly moderate the relationship between marketing technology accessibility and market penetration strength. These findings explain that the model of increasing market penetration strength in the small and medium enterprise sector is a function of increasing the degree of technological literacy in marketing activities, the availability of marketing technology, which can be mediated by good access to marketing technology, and is strengthened by increasing perceptions held on the benefits of marketing technology.