Senin, 05 Juli 2021 - 21:20:16 WIB
INCREASING MARKETING PERFORMANCE WITH EMPOWERED INTERACTION CAPABILITY THROUGH MARKETING INNOVATION MARKETING INTELLIGENCE AND CONSUMER NEED ADAPTABILITY
disusun oleh : SUMARYANTO
Kategori: Jurnal Nasional Terakreditasi - Dibaca: 2 kali
Unduh Dokumen
Abstrak :Since the Covid-19 Pandemic, all business activities have decreased, including MSMEs in Banjasari District. Technological changes that cannot be avoided require business actors to adapt. Covid-19 has changed the culture of life to be completely online. The need for innovation and interaction with all stakeholders is no exception with producers, stakeholders and consumers online, currently consumers can be used as sources of information and to know firsthand what consumers expect. Considering the number of respondents in this study amounted to 51 respondents, the statistical analysis used in this study was Partial Least Square (PLS) with the help of SmartPLS v.3.1.3 software. The results of the study show that the factors that affect Marketing Performance during the Covid-19 pandemic are: Marketing intelligence. Minov and Mintel were not able to moderate the effect of EIC on MP with a negative effect and EIC was also unable to moderate the effect of CNA on MP but the effect was positive. The dominant variables that affect Marketing Performance are Marketing Intelligence and R Square 98.4%.