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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Bisnisman : Riset Bisnis dan Manajemen JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi Jurnal Publikasi Ilmu Manajemen Metta: Jurnal Penelitian Multidisiplin Ilmu Jurnal Teknologi Pangan dan Ilmu Pertanian
D. Yadi Heryadi
Program Studi Agribisnis, Fakultas Pertanian, Universitas Siliwangi
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences

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Journal : Jurnal Publikasi Ilmu Manajemen

 1 
During the Covid-19 Pandemic, Marketing Strategy Analysis for Crispy MSMEs "MA ICIH" D. Yadi Heryadi; Fachrurazi Fachrurazi; Ita Nurcholifah; Muhammad Yusuf
Jurnal Publikasi Ilmu Manajemen Vol. 2 No. 1 (2023): Maret : Jurnal Publikasi Ilmu Manajemen 
Publisher : POLITEKNIK PRATAMA PURWOKERTO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v2i1.1335

Abstract

Large-scale social restrictions (PSBB) cause conventional marketing of company products to be limited. The purpose of this study was to examine the impact of the marketing approach during the Covid-19 pandemic on the performance of MSMEs with technology as a moderator variable with the research subject being Kripik "Ma Icih" MSME customers. MSMEs during the pandemic must be able to carry out product marketing using social media applications. A sample of 100 respondents became the sample of this study. The data collection approach has been tested for validity and reliability by reporting, interviews, and questionnaires. The results showed that: (1) With a value of 0.767 and a P-value of 0.0033, the effect of production on MSME performance is positive and significant. (2) With a result of 0.000<0.05, technology moderates the impact of production on MSME performance in a positive and significant way. (3) Production on MSME performance is positive and significant with a value of 0.468 and a P-Value of 0.042 (4) The positive and significant distribution of MSME performance moderated by technology shows a result of 0.030 <0.05 (5) There is a positive and significant difference between direct marketing and MSME performance with a value of 0.265 and a P-Value of 0.000. (6) the positive and significant effect of direct marketing on the performance of MSMEs moderated by technology shows a result of 0.000 <0.05.
Co-Authors Abdul Rasyid Agus Abdul Azis Betty Rahayu Bilgies, Ana Fitriyatul Bonny Agung Wahyuono Dahlia Nopelina Siallagan Dhety Chusumastuti Dhiana Ekowati Dini Lestari Fachrurazi Fioletta Papilaya Ilham Antapani Imanda Irma M. Nawangwulan Ita Nurcholifah Muhamad Irpan Nurhab Muhammad Yusuf Samuel PD Anantadjaya Syamsulbahri Tri Eko Yudiandri Ulpah Jakiyah Yulia Novita