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Muji Gunarto
Unievrsitas Bina Darma
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Building MSMEs Marketing Performance through Innovation during the Covid-19 Pandemic Muji Gunarto; Anggun Yolandia Monica Jaya
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6210

Abstract

Market globalization has implications for MSME actors who have to compete in terms of marketing innovation. The development of technology that is integrated with trade moves so rapidly that it gave birth to the industrial revolution 4.0. There are MSME actors who still rely on conventional methods to run their business. If MSME actors do not want to innovate, there will be an impact that causes business to be disrupted. With the COVID-19 pandemic in 2020 until now, the economy in Indonesia has been affected in all fields. With the increase in the number of MSMEs, their competitiveness will also increase, to win market share, various innovations are needed, especially marketing innovations. The purpose of this research is to analyze and prove the influence of innovation on marketing performance. This study uses a quantitative approach with a survey of MSME actors in the culinary field in Palembang City as many as 100 respondents from a population of 45,827 thousand MSME actors. The data in this study were obtained by direct questionnaires to SMEs in the culinary field. Data processing is done by using Structural Equation Modeling (SEM). The data collection technique used the Random Sampling method. The results showed that there was a positive and significant influence between innovation on marketing performance. The implications of this research can be useful for MSME actors in the city of Palembang so that they can partner to improve their ability to innovate so that MSMEs can advance to class and be able to overcome the various negative impacts of the Covid-19 pandemic which has an impact on MSME marketing performance.
Co-Authors Abdullah Rasyid Achmad Widad Alfajri, Aji Alwi Alwi Alya Ummus Syuhada Anang Aryokho Andri Pranata Andriyansah . Andriyansyah Andriyansyah Anggraini, Putri Anggun Yolandia Monica Jaya Anjasmara Anjasmara Antika, Antika Antika, Rindi Apriansyah, Ade Armanto, Rully Azzam, Muhammad Siddiq Idris Bakti Setyadi Chega Putri Pratiwi Cristian, Andi Dedy Ansari Harahap Dewi Liesnoor Setyowati DEWI SARTIKA Dian Cahyawati Dita Amanah Dita Amanah Dwiana, Handina Elpanso, Efan Endro Setyo Cahyono, Endro Setyo Faridah, Elly Firmansyah, Hengki Fitri Fitriasuri Fitriasuri, Fitriasuri Gigih Prayogi harisandi, Prasetyo Hartantri, Rizki Hasmawaty AR Hasmawaty, Hasmawaty Helpina Helpina Helpina, Helpina Hermawan, Novan Ilham Sidik Imam Al Haddy Ira Geraldina Irianti, Nuvaria Isfarudi Isfarudi Islamiah, Bella Iswandi Iswandi Joko Rizkie Widokarti Julita Julita Kabul Wahyu Utomo Khairul Umam Khoirul Umam Khoirul Umam Laili, Noor Lestari, Feby Yulia M Nabhan Shauman Velayadi M. Bastian V. Pradana M. Sholihin Marina Marina Mariska, Lena Meita Istianda Mellita, Dina Mohammad Rommy Dermawan Muhammad Idris Musfiratun, Musfiratun Mutia Mawardah Nadya Amalia Yulianti Napitupulu, Imelda Solagracia Nita Delima Nurjanah, Rina Nurlinda, Herly Paizurahman Paizurahman Panulu, Anggi Permatasari, Yiswi Oktavia Pitri Yanti Pranata, Riza Purwanto , Purwanto Purwanto Purwanto Purwanto Purwanto Purwanto Purwanto Purwanto Purwanto Putri, Erizia Rama Waluyo Rangkuti, Samsiah Rapita, Rapita Rasjid, Abdullah Ratih Hurriyati Razali, Ali Rennyta Yusiana Riduan, M Riftana, Ferry Dwi Cahya Rina Marfiana Rini Wulansari Riswidiantoro Riswidiantoro Ritonga, Eddy Faisal Robetam Simanjuntak Rully Armanto Rully Armanto Rully Armanto Rully Armanto Rully Armanto Sabeli Aliya Samosir, Lidia Karuniamay Sari, Novika Purnama Septianasari, Ratri Septiani, Putri Sherwin, Nadya Sherwin Sukamto Sukamto Sulaiman Helmi Sunda Ariana, Sunda Syeis, Muhammad Syuhada, Alya Ummus Tesa, Muniken Thalia, RA Dinda Thohary, Ruby Tri Veny Pitri Trievanni Chantika Trievanni, Trievanni Trisninawati Trisninawati, Trisninawati Vanessa Gaffar Verawaty Verawaty Vilza, Vera Widiastuty, Yessy Wulandari , Citra Mayu Wulandari, Novri Yanti, Pitri YAYAN SOFYAN Yessy Widiastuty Yiswi Oktavia Permatasari Yongki Restu Alenarda Yudhia, Yudhia Yuhendra Yuhendra Yunilda Yusriani, Sri Zakaria Wahab Zinaida, Rahma Santhi Zuhri, Aswan