JOBS (Jurnal Of Business Studies)
Vol 8, No 1 (2022): Oktober 2022

Influence of market orientation, product innovation and digital marketing on marketing performance in fashion MSMEs in Central Java Province

Yetti - Ashari (Unknown)
Winarto - Winarto (Unknown)
Isnaini - Nurkhayati (Unknown)

Article Info

Publish Date
31 Oct 2022

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

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Journal Info
JOBS (Jurnal Of Business Studies)
Website

Abbrev

jobs

Publisher

Politeknik Negeri Semarang

Subject

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

Description

JOBS; Journal Jobs terbit 2 kali dalam setahun. e-ISSN : 24768790; pISSN : 24610704; DOI : 10.32497; Jurnal ini memiliki lingkup bidang ekonomi nasional dan internasional. ...