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All Journal EkoBis ( Ekonomi & Bisnis ) Jurnal Bisnis dan Ekonomi Jurnal Siasat Bisnis Jurnal Manajemen Bisnis Value Added : Majalah Ekonomi dan Bisnis JDM (Jurnal Dinamika Manajemen) Journal The Winners Media Ekonomi dan Manajemen IJIBE (International Journal of Islamic Business Ethics) Jurnal Manajemen Upajiwa Dewantara : Jurnal Ekonomi, Bisnis dan Manajemen Daulat Rakyat Fokus Ekonomi JURNAL EKONOMI MANAJEMEN AKUNTANSI DHARMA EKONOMI SOLUSI Dimasejati: Jurnal Pengabdian Kepada Masyarakat BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi
Ken Sudarti
Fakultas Ekonomi Universitas Islam Sultan Agung Semarang
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Public Health Social Sciences Other

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Journal : The Winners

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Improving Marketing Performance and Product Innovation Capability through Digital Knowledge Sharing: A Case Study in SME`s Food Processing Ken Sudarti; Putri Wira Paramita Dewi
The Winners Vol. 23 No. 2 (2022): The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v23i2.8060

Abstract

The research aimed to examine a mediating role of product innovation capability with customer orientation and digital knowledge sharing to increase marketing performance. The research employed a total of 185 food processing SMEs in Blora, Central Java, Indonesia who often did digital knowledge sharing. They became the respondents of the research selected by using purposive sampling. The research model was tested using multiple linear regression analysis with SPSS software. The results show that product innovation capability is proven to mediate customer orientation and digital knowledge sharing on marketing performance. Furthermore, the research expects that good customer orientation, digital knowledge sharing, and product innovation capability become the beginning of success in achieving and improving the marketing performance of food processing SMEs in Blora during the pandemic so that SMEs can continue to operate and develop. It is necessary for future research to involve some other SMEs from within and outside Blora in order to expand the population and samples.
Co-Authors Alifah Ratnawati Annissa Aprilia Sari Ardian Adhiatma Dewi Zahrotul Munifa Dila Dian Rakasiwi Ermawati Ermawati Fachrunnisa, Olivia Havik Martoyo Hendar Hendar Iva Atika Iva Atika Moh Yudi Mahadianto Mubarok, M Husni Mulyana Mulyana Nabila Tharrazana Nunung Ghoniyah Nurhidayati Nurhidayati Nurul Hidayah Olivia Fachrunnisa Puji Prasetyaningtyas Prasetyaningtyas Putri Wira Paramita Dewi Putri Yana Sari Rio Dananto Lazuardi Saleh, Hanafi Salim Bakhrul Ulum sariayu agustina muslicha Siti Nona Darmayanti Siti Yuliana susanti, rusni Susi Susanti wahyu setiaji Wasitowati Wasitowati Wasitowati Wasitowati Widodo, Widodo