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

Hayu Kartika

9 citations0/0 files storedInternational Journal of Social and Management Studies

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SMEs Development and Digital Marketing Marketing and Advertising Strategies Digital Marketing and Social Media

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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References

1998Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination 1998Market Orientation and Organizational Performance: Is Innovation a Missing Link?2015Brand innovation and social media: Knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability 2020Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry 2020Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust 2020Optimization of MSMEs empowerment in facing competition in the global market during the COVID-19 pandemic time 2019Interactions Among Factors Influencing Product Innovation and Innovation Behaviour: Market Orientation, Managerial Ties, and Government Support 2021The Role of Transformational Leadership, Organizational Citizenship Behaviour, Innovative Work Behaviour, Quality Work Life, Digital Transformation and Leader Member Exchange on Universities Performance

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