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PUBLISHED DATE: - 03-08-2024
https://doi.org/10.37547/tajiir/NICSPEEP-2024-01-01
IMPACT OF KNOWLEDGE, SKILLS, AND WORK
EXPERIENCE ON SUCCESS IN INDONESIA'S ONLINE
AFFILIATE MARKETING
Tri Melda Mei Liana
Universitas HKBP Nommensen, Medan, Indonesia
Email: - trimelda@uhn.ac.id
John C. Walsh
Director and Associate Dean, International College, Krirk University, Thailand
Email: - jcwalsh@siu.ac.th
RESEARCH ARTICLE
Open Access
Abstract
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INTRODUCTION
Online Marketing Affiliate Indonesia is a collection
of entrepreneurs in the field of online marketing,
this organization is supported by entrepreneurs
who are engaged in online marketing in various
fields. In this organization there is a special channel
for online sales channels, through this affiliate a
place or channel is provided for the distribution of
online sales items with various brands. Expert
Opinion(Kauškale & Geipele, 2017).In carrying out
its activities, the Online Marketing Affiliate is not
only a place for distributing goods but also as a
gathering place for entrepreneurs in the field of
online marketing, both in the form of MSMEs and
large-scale entrepreneurs. To become an
entrepreneur in the field of online marketing.
Entrepreneurs must have knowledge in the field of
online marketing business, and have the ability to
manage their business so that the business they
start can develop and generate large income. In
addition, entrepreneurs engaged in online
marketing must have previous work experience in
the online marketing field, with work experience in
online marketing they can gain valuable knowledge
and experience when starting to open an online
marketing business.
Table 1 Number of Entrepreneurs in the Field of Online Marketing in Indonesia 2019-2023
Year
Number of Entrepreneurs in
Indonesia (Person/Soul)
Number of
Entrepreneurs in the
Field of Online
Marketing Throughout
Indonesia (People/Soul)
2019
3,249,000
100,719
2024
3,456,600
107.155
2021
4,322,000
133,982
2022
5,415,000
167,865
2022
7,393,290
155.614
Source: Indonesian Manpower Office, 2024
Based on Table 1 above, it can be concluded that
the number of entrepreneurs in the field of online
marketing in the 2019-2023 period has decreased.
Apart from the Covid-19 pandemic hitting online
businesses, it is also because most of the
entrepreneurs who are affiliated to the Online
Marketing Affiliate organization do not yet have the
knowledge, skills and work experience in the field
of online marketing, with low or little knowledge,
skills, and work experience. It greatly affects the
business success of entrepreneurs who are
affiliated in the Online Marketing Affiliate
organization, the businesses owned by several
people who are affiliated in the Online Marketing
Affiliate organization are still many who do not
have good performance, and have not developed
because there are still several businesses that are
categorized as MSMEs,In this study, the
independent variables are related to the things that
must be owned by an entrepreneur, through the
independent variables, namely entrepreneurial
knowledge, entrepreneurial abilities and work
experience, while the dependent variable is
increasing business success in Online Marketing
Affiliate, and the moderating variable is business
performance ( effort) in Online Marketing Affiliate.
The purpose of this research is to find out and
explain the
variables of entrepreneurial
knowledge, entrepreneurial ability and work
experience affect the variables of increasing
business success in Online Marketing Affiliate
through moderating variables of business
performance (business) in Online Marketing
Affiliate.
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LITERATURE REVIEW
Entrepreneurial Knowledge
Down(Bai et al., 2021) Entrepreneurial knowledge
is something an entrepreneur does in creating
products, and understanding the business or
business he is involved in. Expert Opinion
(Ballestar et al., 2018) Entrepreneurial knowledge
is something that exists within the individual to
discover new things, business concepts and
creative
business
management.
Expert
Opinion(Banerjee
&
Bhardwaj,
2019)
Entrepreneurial knowledge is an effort made in
order to create a business concept that is in
accordance with customer expectations by using a
new and unprecedented concept. Expert Opinion
(Baum et al., 2019) Entrepreneurship knowledge is
an effort made in order to find new and
unprecedented businesses with new methods and
concepts. Expert Opinion (Bonnet et al., 2021)
entrepreneurial knowledge of a person who runs a
business well can be seen from his ability to
manage the business he will develop, business
development carried out through efforts to find
new things about the business he will develop.
Entrepreneurial Ability
Expert
Opinion(Brewer
&
Sebby,
2021)
entrepreneurial ability is a process that exists in
every time you set up a business, this ability exists
because of the knowledge possessed by
entrepreneurs in running the business that will be
created..Expert Opinion(Campbell & Farrell, 2024)
Entrepreneurial ability is a way to manage the
business that will be pioneered properly and is
expected to develop into many businesses. Expert
Opinion
(Desai
&
DeArmond,
2021)
Entrepreneurial ability is something that every
entrepreneur has in order to improve his business
abilities so that they are more developed. Expert
Opinion (Ferreira et al., 2021) Entrepreneurial
ability is something that is owned by an
entrepreneur in understanding all forms of
business that are inherent and will be developed in
such a way as to assist the community in providing
quality goods.Expert Opinion(Filimonau & Uddin,
2021) entrepreneurial ability can be seen from the
great effort that every entrepreneur has to be able
to understand, and run his business in accordance
with the knowledge he has about the business to be
built..
Work experience
Expert Opinion (Hossain, 2021) Work experience
is a knowledge that a person must have about the
work to be carried out. Expert Opinion (Hou et al.,
2024) Work experience is an ability and knowledge
possessed in the main tasks and fields to be worked
on. Expert Opinion (Jacobson et al., 2024) Work
experience is a set of knowledge and abilities
possessed by each individual regarding their duties
and responsibilities in accordance with their
expertise. Expert Opinion (Kim et al., 2021) Work
experience is an ability possessed by a person
regarding work that has become his expertise in
accordance with his job description. Expert
Opinion (King et al., 2024) The work experience
possessed by an entrepreneur demands more
ability than previous businesses to be able to
develop into a middle-class business, and even
become big in the future with the ability to manage
a business that entrepreneurs know the ins and
outs of.
Business Success
Expert Opinion(Krishen et al., 2021) business
success is a higher level of achievement that
businesses have in order to improve business
performance for the better. Expert Opinion (Kull et
al., 2021) business success is the beginning of the
success of building a business in order to improve
business performance and be known to the public.
Expert Opinion (Meek et al., 2019) business
success is a business condition that will be
developed to increase income and be able to
increase production according to community
needs. Expert Opinion (Palacios-Marqués et al.,
2021) business success can be done if the business
he pioneered can increase production capacity, and
is able to create products that meet customer
expectations. Expert Opinion (Perelygina et al.,
2022) Existing business success can be seen from
the ability possessed by entrepreneurs in running
their business to develop and become a middle-
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class business or become a big business.
Business Performance
Expert Opinion (Porcu et al., 2024) business
performance is an ability possessed by every
business that is run in order to improve the ability
to produce new products. Expert Opinion
(Schiavone et al., 2021) business performance is
the final part of the development of the business
that is made which is judged on the success and
failure of the existing business.Expert Opinion
(Wiener et al., 2018) business performance is a
business that can be assessed in various ways, in
order to produce good and bad work
performance.Expert Opinion (Witell et al., 2024)
business performance is the result of
measurements made in order to improve the
ability of the business to produce products that are
in accordance with the needs of the
community.Expert Opinion(Yu et al., 2021)
business performance can be described as a
measurable result which can be in the form of an
increase in performance and a decrease in
performance which is indicated by an increase in
income or a decrease in income from the results of
the business.
RESEARCH METHODS
The research method used is descriptive
quantitative. In this study the independent variable
is related to things that must be owned by an
entrepreneur, such as entrepreneurial knowledge
variables, entrepreneurial abilities and work
experience, the dependent variable is increasing
business success in Online Marketing Affiliate, with
moderating variable business performance
(business) in Online Marketing Affiliate, Analyze
data using AMOS 18, and the data taken is data on
the number of entrepreneurs engaged in online
marketing who are affiliated in the online
marketing business (business) performance at
Online Marketing Affiliate during 2019-2023years.
For quantitative descriptive data analysis, which
was carried out by using path analysis using AMOS
18 The population of this study were
entrepreneurs in the field of online marketing
affiliated to the Online Marketing Affiliate as many
as 155.614 people/person, the sampling technique
in this study using simple random sampling
method, Expert Opinion(Laaccourreye et al.,
2021)The sampling technique using the simple
random sampling method is a sampling technique
in which the sample is taken randomly through the
results of continuous observations. In this case the
sample is taken to represent entrepreneurs in the
field of online marketing affiliated to the Online
Marketing Affiliate as many as 399 workers, the
sampling is calculated using the slovin formula
whose data is taken through distributing
questionnaires via email to each entrepreneur.
RESULTS AND DISCUSSION
Regression Weights Analysis
Table 2 Regression Weights Composite Model
Estimate
SE
CR
P
Knowledge of Entrepreneurship Business Success in
Online Marketing Affiliate
.264
.456
.352
-.229
Entrepreneurship Ability Business Success in
Online Marketing Affiliate
.289
.252
.370
.256
Work experience Business Success in Online
Marketing Affiliate
-.215
.362
-.485
-.367
Entrepreneurship Knowledge
Business
Performance
.272
.246
.222
.232
Entrepreneurship Knowledge
Business
Performance
.366
.264
.280
.345
Work experience Business Performance
-.229
.374
-.336
-.359
Source: Data processed, 2024
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Table 3. Composite Model Regression Weights
Estimate
SE
CR
P
Business Performance Business Success in Online
Marketing Affiliate
.225
.062
.159
.312
Source: Data processed, 2024
Table 4 Standardized Regression Weights Composite Model
Estimate
Entrepreneurship Knowledge
Business Success in Online Marketing Affiliate
.264
Entrepreneurship Ability Business Success in
Online Marketing Affiliate
.289
Work experience Business Success in Online
Marketing Affiliate
-.215
Entrepreneurship Knowledge
Business
Performance
.272
Entrepreneurship Ability Business Performance
.366
Work experience Business Performance
-.229
Source: Data processed, 2024
Table 5 Standardized Regression Weights Composite Model
Estimate
Business Performance Business Success in Online
Marketing Affiliate
.225
Source: Data processed, 2024
Based on the results of the Composite Model
Regression Weights analysis in Tables 2 and 3, it
can be concluded that only the entrepreneurial
knowledge variable and entrepreneurial ability
have a significant effect on the online sales business
success variable at Online Marketing Affiliate
Indonesia and the online marketing business
performance variable at Online Marketing Affiliate
Indonesia, the value estimate of these two variables
is 0.264 and 0.289 is greater than the significance
level of 0.05. In addition, the online marketing
business performance variable at Online Marketing
Affiliate Indonesia has a significant effect on the
success variable of online sales efforts at Online
Marketing Affiliate Indonesia, the estimate value of
this variable is 0.225, which is greater than the
significance level of 0.05.
Table 6 Direct Effects
Business
Success in
Online
Marketing
Affiliate
Business
Performance
Entrepreneurship
Knowledge
.263
.271
Entrepreneurship Ability
.279
.365
Work experience
-.214
-.227
Source: Data processed, 2024
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Table 7 Standardized Total Effect
Business
Success in
Online
Marketing
Affiliate
Business
Performance
Entrepreneurship
Knowledge
.319
.324
Entrepreneurship Ability
.225
.263
Work experience
-.217
-.235
Source: Data processed, 2024
Table 8 Direct Effects
Business
Success in
Online
Marketing
Affiliate
Business
Performance
Business Success in
Online Marketing
Affiliate
.000
.225
Business Performance
.331
.000
Source: Data processed, 2024
Table 9 Indirect Effect
Business
Success in
Online
Marketing
Affiliate
Business
Performance
Entrepreneurship
Knowledge
.244
.360
Entrepreneurship Ability
.239
.363
Work experience
.235
.349
Source: Data processed, 2024
Based on Table 9 above, it can be concluded that
the entrepreneurial knowledge variable has an
indirect effect on the variable of increasing the
success of online marketing business efforts at
Online Marketing Affiliate Indonesia through the
online marketing business performance variable at
Online Marketing Affiliate Indonesia, from the
output results obtained an estimated value of 0.244
is positive. The entrepreneurial ability variable has
an indirect effect on the innovative and creative
product variable and has an indirect effect on
increasing the success of the online marketing
business at Online Marketing Affiliate Indonesia
through
the
online
marketing
business
performance variable at Online Marketing Affiliate
Indonesia, from the output, an estimated value of
0.239 is positive. ,
CONCLUSION
Based on the results of research analysis, the
conclusions that can be drawn are that partially the
entrepreneurial knowledge and entrepreneurial
ability variables have a significant effect on the
variables of increasing the success of online
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marketing business efforts at Online Marketing
Affiliate Indonesia and online marketing business
performance variables at Online Marketing
Affiliate Indonesia, while simultaneously the
variables
entrepreneurial
knowledge,
entrepreneurial ability, and work experience
motivation indirectly significantly influence the
variables of increasing the success of online
marketing business efforts at Online Marketing
Affiliate Indonesia through online marketing
business performance variables at Online
Marketing Affiliate Indonesia. Through the results
of research that has been stated that to increase the
success of the online marketing business in
Indonesia, Online Marketing Affiliate Indonesia
needs entrepreneurs who have more knowledge
and skills regarding online marketing business and
networks, as well as distribution channels, with
this knowledge and ability about online marketing
business, it is hoped that it can improve business
performance and businesses will develop into
middle-class businesses as well as upscale
businesses..
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