Arthavidya Jurnal Ilmiah Ekonomi , Fakultas Ekonomi dan Bisnis Universitas Wisnuwardhana Malang Volume 25, Nomor 2, Oktober 2023, hal: 247 - 260 p-issn: 1410-8755, e-issn: 2579-6070 Submitted : 02 Oktober 2023 Published : 31 Oktober 2023 Arthavidya Jurnal Ilmiah Ekonomi Oktober 2023 | 247 PENGARUH INNOVATION CAPABILITY TERHADAP KINERJA INDIVIDU YANG DIMEDIASI OLEH DIGITAL MARKETING PADA UD. BUMBU MASAK MACHMUDAH (BMM) Cindy Choridatul Muawanah 1 , Wahyu Eko Pujianto 2 Universitas Nahdlatul Ulama Sidoarjo, Sidoarjo, Indonesia Cindymuawanah03@gmail.com 1 , wahyueko.mnj@unusida.ac.id 2 Abstrak: Tujuan penelitian guna mengetahui adanya.pengaruh.innovation capability dan.digital.marketing.terhadap.kinerja individu pada UD. Bumbu Masak Machmudah (BMM), Tanggulangin. Oleh sebab itu, jenis analisis menggunakan analisis deskriptif dengan pendekatan kuantitatif. Populasi.yang digunakan.ialah karyawan di UD. Bumbu Masak Machmudah (BBM) yang aktif menggunakan sosial media. Adapun karyawan yang aktif menggunakan sosial media, yakni sebanyak 57 responden. Pengumpulan.data.menggunakan.teknik grand theory Resource Based View (RBV), dan selanjutnya data diambil menggunakan kuesioner. Hasil analisis data berbantuan software SmartPLS 4.0 menunjukkan: a) Innovation capability berpengaruh terhadap kinerja individu; b) Digital marketing berpengaruh pada kinerja individu :c) Innovation capability berpengaruh dalam hubungan digital marketing; d) Innovation capability dan digital marketing berpengaruh terhadap kinerja indivdu pada UMKM desa putat, Tanggulangin. Kata Kunci : Innovation Capability, Kinerja Individu, Digital Marketing Abstract : The aim of the study was to determine the influence of innovation capability and digital marketing on individual performance in UD. Bumbu Masak Machmudah (BMM), Tanggulangin. Therefore, this type of analysis uses descriptive analysis with a quantitative approach. The population used is employees at UD. Bumbu Masak Machmudah (BBM) which actively uses social media. As for employees who actively use social media, namely as many as 57 respondents. Data collection uses the grand theory Resource Based View (RBV) technique, and then data is collected using a questionnaire. The results of data analysis assisted by SmartPLS 4.0 software show: a) Innovation capability affects individual performance; b) Digital marketing has an effect on individual performance; c) Innovation capability has an impact on digital marketing relationships; d) Innovation capability and digital marketing have an effect on individual performance in UMKM putat village, Tanggulangin. Keywords: Innovation Capability, Individual Performance, Digital Marketing