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All Journal Dinasti International Journal of Education Management and Social Science Management Studies and Entrepreneurship Journal (MSEJ) International Journal of Business, Law, and Education Journal Of Human And Education (JAHE) Return : Study of Management, Economic and Bussines West Science Business and Management West Science Interdisciplinary Studies West Science Interdisciplinary Studies JUDIKAT: Jurnal Pengabdian Kepada Masyarakat Commercium : Journal of Business and Management
Yutiandry Rivai
Institut Bisnis Dan Teknologi Pelita Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Journal : Commercium : Journal of Business and Management

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Marketing Performance and Marketing Sustainability In Msmes In Pekanbaru City: Innovation Capability, Market Orientation And Branding Gatot Wijayanto; Jushermi Jushermi; Aida Nursanti; Arwinence Pramadewi; Arini Novandalina; Yutiandry Rivai
Commercium : Journal of Business and Management Vol. 2 No. 2 (2024): May
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v2i2.218

Abstract

In the dynamic setting of Pekanbaru City, this study explores the complex interactions among innovation capacity, market orientation, and branding, and their effects on marketing performance and sustainability in Micro, Small, and Medium-Sized Enterprises (MSMEs). Structural Equation Modeling (SEM-PLS 4) was utilized for investigation in a quantitative method with 215 respondents. The study reveals important positive correlations between marketing performance and innovation ability, market orientation and marketing sustainability, and marketing performance and sustainability enhanced by successful branding. Additionally, the synergistic relationship among branding, market orientation, and innovation affects marketing results and sustainability. These findings have important ramifications for MSMEs, policymakers, and researchers. They offer practical guidance for improving tactics and promoting sustainability in the MSME sector of Pekanbaru City.
Co-Authors Agnes Alvionita Aida Nursanti Aida Nursanti Ana Fitriyatul Bilgies Archristhea Amahoru Arini Novandalina Arini Novandalina Arini Novandalina Arini Novandalina Arwinence Pramadewi Bob Novitriansyah Cakranegara, Pandu Adi Deswita S Gatot Wijayanto Gatot Wijayanto Gatot Wijayanto Henni Noviasari Ida Bagus Made Wisnu Parta Jusatria Jusatria Jushermi Jushermi Jushermi Jushermi Maulana Rezfajri S Peri Akri Rovanita Rama Rovanita Rama Rovanita Rama Sehani Sehani Sri Wahyuni Wildah Surya Safari