JBMR: Journal of Business and Management Review
Vol. 3 No. 7 (2022): (Issue-July)

Influence Of Social Media Marketing, E-Commerce, and Product Innovation on Marketing Performance (Study on Food and Beverage SMEs in Surabaya)

Mia Adistia (Department of Management, Faculty of Economics and Business, Universitas Negeri Surabaya, Indonesia)
Sanaji Sanaji (Department of Management, Faculty of Economics and Business, Universitas Negeri Surabaya, Indonesia)

Article Info

Publish Date
23 Jul 2022

Abstract

This research aims to analyze the impact of social media marketing on marketing performance, the effect of E-Commerce on marketing performance, and the effect of product innovation on marketing performance. The sample used is MSME actors in Surabaya who sell food and beverages by utilizing social media and E-Commerce. Data were collected using a research questionnaire distributed to 155 respondents. The data analysis technique used multiple linear regression analysis performed by the SPSS-25 version program. The results show that social media marketing has a positive and significant impact on marketing performance, E-Commerce has a positive and significant effect on marketing performance, and product innovation has a positive and significant impact on marketing performance.

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Journal Info
JBMR: Journal of Business and Management Review
Website

Abbrev

jbmr

Publisher

Profesional Muda Cendekia

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal of Business and Management Review applies theory developed from business research to actual business situations. Recognizing the intricate relationships between the many areas of business activity, JBMR examines a wide variety of business decisions, processes and activities within the actual ...