THE INFLUENCE OF MANAGEMENT INFORMATION SYSTEMS AND DIGITAL MARKETING WITH MARKET ORIENTATION MEDIATION ON BUMDES PERFORMANCE IN EAST KOTAWARINGIN REGENCY

Abstract

This study aims to analyze the influence of Management Information Systems (MIS) and Digital Marketing with market orientation mediation on the Performance of Village-Owned Enterprises (BUMDes) in East Kotawaringin Regency, Central Kalimantan. The research approach used is quantitative associative, with a total of 30 respondents consisting of 20 BUMDes partner business actors and 10 BUMDes directors/main managers. The research instrument was a closed questionnaire with a Likert scale and was analyzed using the path regression method (path analysis). The results showed that MIS has a significant effect on digital marketing, as well as a direct effect on BUMDes performance. Meanwhile, digital marketing was also proven to have a positive and significant effect on BUMDes performance (β = 0.497). These findings indicate that BUMDes with accurate and structured information systems tend to be able to implement digital marketing strategies more effectively, which ultimately encourages increased business performance, both in terms of revenue, product visibility, and partner trust. Indirectly, digital marketing mediates the influence of management information systems on performance. Likewise, market orientation is significant and positive in improving performance. Therefore, the success of BUMDes in the digital era is determined not only by online promotional capabilities, but also by the reliability of internal information systems and market orientation. This study suggests the importance of integrating MIS and digital marketing strategies as a foundation for strengthening the competitiveness and sustainability of BUMDes businesses.