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

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

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 sampl...

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Autores principales: Khamaludin Khamaludin, Syahriani Syam, Febri Rismaningsih, Lusiani Lusiani, Lily Arlianti, Ahmad Fajar Herlani, Mochammad Fahlevi, Raendhi Rahmadi, Vina Septiana Windyasari, Fita Widiyatun
Formato: article
Lenguaje:EN
Publicado: Growing Science 2022
Materias:
Social Sciences
H
Management. Industrial management
HD28-70
Acceso en línea:https://doaj.org/article/f720e4b8cf8c4418a58191e9e8609948
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spelling oai:doaj.org-article:f720e4b8cf8c4418a58191e9e86099482021-11-10T14:30:41ZThe influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance2561-81482561-815610.5267/j.ijdns.2021.11.002https://doaj.org/article/f720e4b8cf8c4418a58191e9e86099482022-01-01T00:00:00Zhttp://www.growingscience.com/ijds/Vol6/ijdns_2021_90.pdfhttps://doaj.org/toc/2561-8148https://doaj.org/toc/2561-8156 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.Khamaludin KhamaludinSyahriani SyamFebri RismaningsihLusiani LusianiLily ArliantiAhmad Fajar HerlaniMochammad FahleviRaendhi RahmadiVina Septiana Windyasari Fita WidiyatunGrowing SciencearticleSocial SciencesHManagement. Industrial managementHD28-70ENInternational Journal of Data and Network Science, Vol 6, Iss 1, Pp 9-16 (2022)
institution DOAJ
collection DOAJ
language EN
topic Social Sciences
H
Management. Industrial management
HD28-70
spellingShingle Social Sciences
H
Management. Industrial management
HD28-70
Khamaludin Khamaludin
Syahriani Syam
Febri Rismaningsih
Lusiani Lusiani
Lily Arlianti
Ahmad Fajar Herlani
Mochammad Fahlevi
Raendhi Rahmadi
Vina Septiana Windyasari
Fita Widiyatun
The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance
description 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.
format article
author Khamaludin Khamaludin
Syahriani Syam
Febri Rismaningsih
Lusiani Lusiani
Lily Arlianti
Ahmad Fajar Herlani
Mochammad Fahlevi
Raendhi Rahmadi
Vina Septiana Windyasari
Fita Widiyatun
author_facet Khamaludin Khamaludin
Syahriani Syam
Febri Rismaningsih
Lusiani Lusiani
Lily Arlianti
Ahmad Fajar Herlani
Mochammad Fahlevi
Raendhi Rahmadi
Vina Septiana Windyasari
Fita Widiyatun
author_sort Khamaludin Khamaludin
title The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance
title_short The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance
title_full The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance
title_fullStr The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance
title_full_unstemmed The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance
title_sort influence of social media marketing, product innovation and market orientation on indonesian smes marketing performance
publisher Growing Science
publishDate 2022
url https://doaj.org/article/f720e4b8cf8c4418a58191e9e8609948
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