THE IMPORTANCE OF ORGANIZATIONAL BEHAVIOR AND MARKETING STRATEGY IN FACING BUSINESS COMPETITION IN THE DIGITAL ERA (STUDY OF SMES IN RENGAT SUB-DISTRICT INDRAGIRI HULU DISTRICT)

Abstrak

In today's digital era, where the level of business competition is very high. Every company must pay attention to one of the most important and vital aspects of company management, namely in the field of marketing. By using marketing concepts and strategies in running a business, it will be more optimal in managing directed or effective marketing. The application of digital marketing has become the main strategy for companies in facing business competition in the digital era. This journal analyzes various aspects of digital marketing implementation, including the use of social media. The purpose of this research is to analyze the importance of organizational behavior and marketing strategies in facing business competition in the digital era (SME Study in Rengat District, Indragiri Hulu Regency). This research uses a qualitative approach with a case study method. Data collection is done through interview techniques, observation, documentation. The results of this study are expected to add insight and knowledge about the importance of organizational behavior and marketing strategies in facing business competition in the digital era.