THE ROLE OF SOCIAL MEDIA MARKETING, PRODUCT INNOVATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE : AN EMPIRICAL STUDY ON SMEs in BANTEN
Year: 2021
Type: article
Study design: Observational Study
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.
Author: Hayu Kartika
Institution: Mercu Buana University
Language: English
Subfield: Demography
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3207691016