Pengaruh Kapabilitas Digital, Orientasi Pasar, dan CRM Terhadap Kinerja Pemasaran Pembudidaya Koi Blitar

Research Aim: aims to examine the relationships of digital marketing, digital literacy, market orientation, and customer relationship management (CRM) with the marketing performance of koi breeders in Nglegok District, Blitar Regency, who have faced oversupply and price pressure since 2022. Design/Methods/Approach: a cross-sectional explanatory quantitative survey of 112 breeders from a population of 156, determined with the Slovin formula (5% margin of error) and selected through purposive sampling in two villages (more than 10 years of experience and selling online). Data were collected through a 1–4 Likert-scale questionnaire and direct interviews, then analyzed using multiple linear regression. Research Finding: all four variables were positively and significantly associated with marketing performance, both partially and simultaneously (F = 99.714; p < 0.001; R² = 0.788). Based on standardized beta coefficients, digital marketing showed the largest association (β = 0.409), followed by digital literacy (0.325), market orientation (0.304), and CRM (0.234); the differences among variables are descriptive. Practitioner/Policy Implication: the study provides empirical evidence that digital capabilities and market orientation complement each other under oversupply in the ornamental fish business, so that support programs can prioritize digital marketing and digital literacy without neglecting market orientation and CRM.