Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19

<p class="AbstractTitle"><em>The purpose of this study was to examine the impact of the marketing approach during the Covid-19 pandemic on the performance of MSMEs with technology as a moderating variable with the research subject in the Medan City Court Street workshop. This t...

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Autores principales:	Satria Tirtayasa, Ira Nadra, Hazmanan Khair
Formato:	article
Lenguaje:	ID
Publicado:	Universitas Muhammadiyah Sumatera Utara 2021
Materias:	marketing strategy, msme efficiency, technology Management. Industrial management HD28-70 Business HF5001-6182
Acceso en línea:	https://doaj.org/article/cca0e4f2e3134ea59db86fc61e784105
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spelling	oai:doaj.org-article:cca0e4f2e3134ea59db86fc61e7841052021-11-05T05:03:36ZStrategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-191693-76192580-417010.30596/jimb.v22i2.7395https://doaj.org/article/cca0e4f2e3134ea59db86fc61e7841052021-04-01T00:00:00Zhttp://jurnal.umsu.ac.id/index.php/mbisnis/article/view/7395https://doaj.org/toc/1693-7619https://doaj.org/toc/2580-4170<p class="AbstractTitle"><em>The purpose of this study was to examine the impact of the marketing approach during the Covid-19 pandemic on the performance of MSMEs with technology as a moderating variable with the research subject in the Medan City Court Street workshop. This thesis uses an associative and quantitative analysis approach. The population of this research is all workshop entrepreneurs who are on the street of Medan Court. Saturated sample is the entire population of 100 respondents as the sample of this study. The data collection approach has been tested for validity and reliability by reporting, interviews, and questionnaires. The Structural Equation Model (SEM) method with the alternative method of Partial Least Square (PLS) is an analysis of the data used in this study. The results showed that: (1) With a value of 0.767 and a P-value of 0.0033, the effect of production on the performance of MSMEs is positive and significant. (2) With a result of 0.000 (<0.05), technology moderates the impact of production on MSME performance positively and significantly. (3) production on the performance of MSMEs is positive and significant with a value of 0.468 and a P-Value of 0.042 (4). direct marketing to the performance of MSMEs with a value of -0.265 and a P-Value of 0.000. (6) the positive and significant effect of direct marketing on the performance of MSMEs, which is moderated by technology, shows the result of 0.000 (<0.05)</em><em>.</em></p><p class="AbstractTitle"><em> </em></p>Satria TirtayasaIra NadraHazmanan KhairUniversitas Muhammadiyah Sumatera Utaraarticlemarketing strategy, msme efficiency, technologyManagement. Industrial managementHD28-70BusinessHF5001-6182IDJurnal Ilmiah Manajemen dan Bisnis, Vol 22, Iss 2, Pp 244-259 (2021)
institution	DOAJ
collection	DOAJ
language	ID
topic	marketing strategy, msme efficiency, technology Management. Industrial management HD28-70 Business HF5001-6182
spellingShingle	marketing strategy, msme efficiency, technology Management. Industrial management HD28-70 Business HF5001-6182 Satria Tirtayasa Ira Nadra Hazmanan Khair Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19
description	<p class="AbstractTitle"><em>The purpose of this study was to examine the impact of the marketing approach during the Covid-19 pandemic on the performance of MSMEs with technology as a moderating variable with the research subject in the Medan City Court Street workshop. This thesis uses an associative and quantitative analysis approach. The population of this research is all workshop entrepreneurs who are on the street of Medan Court. Saturated sample is the entire population of 100 respondents as the sample of this study. The data collection approach has been tested for validity and reliability by reporting, interviews, and questionnaires. The Structural Equation Model (SEM) method with the alternative method of Partial Least Square (PLS) is an analysis of the data used in this study. The results showed that: (1) With a value of 0.767 and a P-value of 0.0033, the effect of production on the performance of MSMEs is positive and significant. (2) With a result of 0.000 (<0.05), technology moderates the impact of production on MSME performance positively and significantly. (3) production on the performance of MSMEs is positive and significant with a value of 0.468 and a P-Value of 0.042 (4). direct marketing to the performance of MSMEs with a value of -0.265 and a P-Value of 0.000. (6) the positive and significant effect of direct marketing on the performance of MSMEs, which is moderated by technology, shows the result of 0.000 (<0.05)</em><em>.</em></p><p class="AbstractTitle"><em> </em></p>
format	article
author	Satria Tirtayasa Ira Nadra Hazmanan Khair
author_facet	Satria Tirtayasa Ira Nadra Hazmanan Khair
author_sort	Satria Tirtayasa
title	Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19
title_short	Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19
title_full	Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19
title_fullStr	Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19
title_full_unstemmed	Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19
title_sort	strategi pemasaran terhadap peningkatan kinerja umkm dimoderasi teknologi pada masa pandemi covid-19
publisher	Universitas Muhammadiyah Sumatera Utara
publishDate	2021
url	https://doaj.org/article/cca0e4f2e3134ea59db86fc61e784105
work_keys_str_mv	AT satriatirtayasa strategipemasaranterhadappeningkatankinerjaumkmdimoderasiteknologipadamasapandemicovid19 AT iranadra strategipemasaranterhadappeningkatankinerjaumkmdimoderasiteknologipadamasapandemicovid19 AT hazmanankhair strategipemasaranterhadappeningkatankinerjaumkmdimoderasiteknologipadamasapandemicovid19
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Strategi Pemasaran Terhadap Peningkatan Kinerja UMKM dimoderasi Teknologi pada masa Pandemi Covid-19

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