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All Journal Proceedings of Annual International Conference Syiah Kuala University - Social Sciences Chapter Ekonomikawan : Jurnal Ilmu Ekonomi dan Studi Pembangunan Jurnal Riset Akuntansi dan Bisnis JURNAL ILMIAH MANAJEMEN & BISNIS MIX : Jurnal Ilmiah Manajemen MIQOT: Jurnal Ilmu-ilmu Keislaman EKUITAS (Jurnal Ekonomi dan Keuangan) International Journal of Business Economics (IJBE) Community Development Journal: Jurnal Pengabdian Masyarakat International Journal of Educational Review, Law And Social Sciences (IJERLAS) Proceeding International Seminar of Islamic Studies International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Balance : Jurnal Akuntansi dan Manajemen Prosiding Seminar Nasional Universitas Serambi Mekkah Journal of International Conference Proceedings Aksaqila International Humanities and Social Sciences [AIHSS] Journal Economic: Journal Economic and Business
Raihanah Daulay
Universitas Muhammadiyah Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Physics Public Health Social Sciences Other

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Product Innovation, Digital Marketing, and Marketing Performance of Halal Culinary: The Moderating Role of Regulation Daulay, Raihanah; Ramadhan, Muhammad; Ridwan, Muhammad
International Journal of Business Economics (IJBE) Vol 7, No 1 (2025): SEPT 2025 - MARCH 2026
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/ijbe.v7i1.24988

Abstract

Purpose – This research aims to formulate the factors that influence the marketing performance of halal culinary SMEs in North SumatraMethodology – This research adopts an explanatory research approach, which  describes the cause-and-effect relationships between the research variables and the hypothesis testing. The research was conducted in North Sumatra. Data was collected by distributing questionnaires to respondents through Google Forms using the WhatsApp application to 385 MSME business actors. The data analysis method used SEM (Structural Equation Modeling) assisted by the smartpls4 (Partial Least Squares) program to determine the relationship between manifest variables as indicators and latent variables, thus providing meaning to those relationshipsFindings – Findings in product innovation research provide a significant impact on marketing performance. Digital marketing has a significant impact on the marketing performance of halal food in SMEs. Regulations have a strong influence on marketing performance but have a weak influence on digital marketing.Originality/Novelty – The performance of halal culinary marketing is influenced by product innovation and digital marketing. Regulations have a strong impact on the product innovation variable and a weak impact on the digital marketing variable.Implications – SMEs must have the ability to develop product innovations in order to compete in the market and utilize social media more effectively and efficiently, as well as take advantage of government-established programs to develop their business.
Co-Authors Aisha , Novi Dedek Kurniawan Gultom Dedek Marlina Efry Kurnia Fahmi, Muhammad Frastian, Arif Hafni, Roswita Hasrudy Tanjung, Hasrudy Inayah Siregar, Hilyati Irma Christiana Irwan Syari Tanjung Isnaini Harahap Jufrizen Kurnia, Efry Mahdar, Ahmad Zaky Marliyah, Marliyah Maya Sari Muhammad Elfi Azhar Muhammad Firza Alpi, Muhammad Firza Muhammad Irfan Nasution Muhammad Ramadhan Muhammad Ridwan Prawira Prawira Purnomo, Candra Qahfi Romula Siregar Rini Astuti Salman Farisi Saparuddin Siregar Satria Mirsya Affandy Nasution Siti Mujiatun Susi Handayani Susi Handayani Wan Fitriana Meli Zuhrinal M. Nawawi