International Journal of Social and Management Studies (IJOSMAS)
Vol. 2 No. 5 (2021): October 2021

THE ROLE OF SOCIAL MEDIA MARKETING, PRODUCT INNOVATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE : AN EMPIRICAL STUDY ON SMEs in BANTEN

Hayu Kartika (Universitas Mercu Buana)

Article Info

Publish Date
07 Oct 2021

Abstract

The purpose of this study is to analyze the influence of social media marketing, Product Innovation, market orientation on marketing performance. In this study using quantitative methods and data analysis techniques Structural Equation Modeling Equation Modeling using SmartPLS 3.0 software. The sample of respondents selection method used the snowball sampling method. Online questionnaires were sent to respondents as many as 410 SMEs in Banten Province, 390 returned questionnaires and 20 questionnaires did not return. 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, market orientation has a significant effect on marketing performance.

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Journal Info
International Journal of Social and Management Studies (IJOSMAS)
Website

Abbrev

ijosmas

Publisher

Universitas Pelita Harapan

Subject

Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

Description

International Journal of Social and Management Studies (IJOSMAS) is a peer-reviewed bimonthly journal that publishes empirical, conceptual and review papers of exceptional quality that contribute to enrich business administration thinking .The objective of the Journal is to disseminate knowledge, ...