The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance
| Autor: | Fita Widiyatun, Mochammad Fahlevi, Ahmad Fajar Herlani, Febri Rismaningsih, Syahriani Syam, Vina Septiana Windyasari, Raendhi Rahmadi, Lily Arlianti, Khamaludin Khamaludin, Lusiani Lusiani |
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| Rok vydání: | 2022 |
| Předmět: |
Computer Networks and Communications
Product innovation Communication Social Sciences HD28-70 language.human_language Computer Science Applications Social media marketing Product (business) Indonesian Artificial Intelligence Market orientation Management. Industrial management language Business Marketing Software Information Systems |
| Zdroj: | International Journal of Data and Network Science, Vol 6, Iss 1, Pp 9-16 (2022) |
| ISSN: | 2561-8156 2561-8148 |
| DOI: | 10.5267/j.ijdns.2021.11.002 |
| Popis: | The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance. |
| Databáze: | OpenAIRE |
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