ABSTRACT: This study aims to investigate the influence of digital marketing on marketing performance, moderated by the triple helix. The three stakeholders in the Triple Helix concept are known as ABG or Academic, Business, and Government. This research uses a quantitative approach by adopting a cause-and-effect type of research. The population in this study consists of small and medium enterprises (SMEs) located in Malang Regency, affiliated with the Small and Medium Industry Business Communication Forum (FKPU IKM); the total number is approximately 500 SMEs. Data is collected using Google Forms and distributed to predetermined respondents who will provide their assessments on each variable using a Likert scale. This research utilizes Structural Equation Modeling (SEM). This technique is often used to construct and test statistical models, typically in causal relationships. Warp Partial Least Square-Structural Equation Modeling (WarpPLS-SEM) is the analytical tool used. The findings from this research indicate that digital marketing significantly and positively influences marketing performance. As a moderator, the triple helix strengthens the relationship between digital marketing and marketing performance. Additionally, the study highlights the significant role of the government within the triple helix framework.

KEYWORDS – digital marketing, marketing performance, small and medium enterprise, triple helix, government