Work

The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance

Year: 2021

Type: article

Abstract: The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. 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 and market orientation has a significant effect on marketing performance.

Source: International Journal of Data and Network Science

DOI: 10.5267/j.ijdns.2021.11.002

Authors: Khamaludin Khamaludin, Syahriani Syam, Febri Rismaningsih, Lusiani Lusiani, Lily Arlianti, Ahmad Fajar Herlani, Mochammad Fahlevi, Raendhi Rahmadi, Vina Septiana Windyasari, Fita Widiyatun

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Business and International Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: diamond

OpenAlex ID: W3211997103

FWCI: 10.14

Cites:

Cited by: 63

Related to: 10