______________________________________________________________ DOI: https://doi.org/10.33258/birci.v3i3.1239 2543 Determining Factors in the Use of Digital Marketing and Its Effect on Marketing Performance in the Creative Industries in Tasikmalaya Gun Gun Gunawan 1 , Maman Sulaeman 2 1,2 Polytechnic of Triguna, Tasikmalaya, Indonesia mansulaeman1274@gmail.com I. Introduction The rapid growth of technology has now enabled the internet to become one of the rapidly evolving advances in information technology. According to The World Bank (2018), the percentage of the population of internet users in Indonesia and Malaysia has increased. Daily internet usage is increasing, business people need to be aware of the issue. Nowadays, many businesspeople create websites, blogs, or create accounts on facebook, instagram, or twitter to market or promote their products. This progress is considered very useful to be used as a business marketing strategy that is also carried out by micro and medium enterprises (MSMEs). Digital marketing is considered effective to be applied by MSMEs in marketing their products. Mujiana and Abdul (2012) said, one of the competitiveness that MSMEs must have is the mastery of information technology. Digital marketing can be an opportunity for MSMEs in getting consumer attention. Icha (2016) also states that the fastest way to get attention from consumers and in a wide variety of ways in which organizations have been found to connect with their consumers is through social media. Purwana et al. (2017) further states that digital marketing is a promotional activity and market search through digital media online by utilizing various means such as social networking. Cyberspace is now no longer only able to connect people with devices, but also people with others all over the world. Digital marketing makes it easy for businesspeople to monitor and provide all the needs and desires of potential consumers, potential consumers can also search and get product information just by browsing the virtual world so as to facilitate the search process. Based on Abstract The economic development of creative industries is an important aspect as a potentially good force for the national economy for the future. However, the creative industry in Tasikmalaya lacks product innovation, still maintaining the authenticity of its products by 67%, products that are easily replicated by 83%. Utilization of digital marketing concepts provides hope for MSMEs to develop into economic power centers. This research aims to analyze the determining factors of digital marketing usage and its influence on digital marketing in the creative industries in Tasikmalaya. This research is categorized as explanatory research which is a study that aims to explain the causal relationship between variables through hypothesis testing. The Inference Statitic method used in the analysis of this research data is the path of analysis. The results showed knowledge of ICT (Information and Communication Technology) adoption had a significant effect on digital marketing. Innovation has a significant impact on digital marketing. Digital marketing is influenced by the knowledge of ICT adoption and Innovation. Knowledge of ICT adoption and innovation affects digital marketing through digital marketing. Keywords knowledge; information technology; digital marketing