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Yetti - Ashari
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science

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Influence of market orientation, product innovation and digital marketing on marketing performance in fashion MSMEs in Central Java Province Yetti - Ashari; Winarto - Winarto; Isnaini - Nurkhayati
JOBS (Jurnal Of Business Studies) Vol 8, No 1 (2022): Oktober 2022
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/jobs.v8i1.3984

Abstract

Every year, micro, small and medium enterprises experience increasing development, business competition cannot be avoided. Micro, Small and Medium Enterprises (MSMEs) face various problems such as increasingly fierce market competition and also a lack of understanding of digital marketing. This affects the marketing performance of MSMEs. The purpose of this study is to analyze market orientation, product innovation, and digital marketing that affect marketing performance in fashion MSMEs in Central Java Province. The sample was determined using purposive sampling method. Data was collected by distributing questionnaires. Data analysis using multiple linear regression analysis method. The results show that market orientation, product innovation and digital marketing have a significant effect on marketing performance
Co-Authors Isnaini - Nurkhayati Winarto - Winarto