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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Kinerja Indonesian Journal of Business and Entrepreneurship (IJBE) Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) JRB-Jurnal Riset Bisnis OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi JURNAL MANAJEMEN International Journal of Economics Development Research (IJEDR) Ilomata International Journal of Management BASKARA: Journal of Business and Entrepreneurship TheJournalish: Social and Government Journal of Economics and Business UBS Ilomata International Journal of Management International Journal of Social Service and Research Indonesian Journal of Multidisciplinary Science Journal of Social Research Journal Of World Science ASEAN Marketing Journal International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) Journal Research of Social Science, Economics, and Management International Journal of Entrepreneurship and Sustainability Studies Journal Integration of Management Studies
Santi Novani
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : JURNAL SAINS PEMASARAN INDONESIA

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The Effect of Product Innovation, Value Co-Creation on Marketing Performance of a SMEs in Covid-19 Pandemic Era Rahmawati, Fauziyah; Novani, Santi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 20, No 2 (2021): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v20i2.110-124

Abstract

This study aims to analyze product innovation and value co-creation on marketing performance in this pandemic covid-19. SMEs of food and beverage used as a sample. Sampling was done using a purposive sampling technique. Data were collected using a self-administered questionnaire. This study uses 34 data from MSMEs in the food and beverage sector affected by COVID-19. Partial Least Square (PLS) on Structural Equation Modeling (SEM) was chosen as the research method in this study. The results show that value co-creation have a significant effect on marketing performance. Product innovation negatively and not significant effects on marketing performance, and value co-creation significantly affect product innovation. The novelty in this study is a phenomenon that occurs; that is when the Covid-19 pandemic spreads in Indonesia. This study's limitation is needed to add other variables beyond the variables already in the model. This study only focused on SMEs for the food and beverage sector
Co-Authors Aprilian, Adho Kurnia Lefitra Arafat, Yaumal Aziziah, Syarifah Rena Iftitan Bambang Rudito Brilliant Asmit Budi, Adi Asmariadi Budiaji, Lukman Christina Wirawan Darusulistyo, Sidik Dermawan Wibisono Dhanan Sarwo Utomo Fakhruddin, Muhammad Rifqi Fikri, Dimas R. A. Gangga, Rahadhian Adhitya Grisna Anggadwita H Putri, Afisindika Fadhilah Harimukti Wandebori Harmen, Feri Hidetsugu Morimoto, Hidetsugu I Gusti Agung Ayu Dianintha Andari Josse, Josse carnoven Leo Aldianto Mairudi, Mairudi Manahan Siallagan Mulyadi, Hendrikawan Nurdayat, Ilham Fadhil Prayitno Prayitno Qurratuaini, Hanifa Rabbani, Ghazali Akmal Rahmawati, Fauziyah Sandhika, Aris Santi Agustina Manalu Sapoetra, Tri Djaka Shofiyyah, Yasmin Singh, Hariom Kumar Susan Oktiwidya Ananda Takeshi Arai Tinamtu, Ali Rekso Togar M Simatupang Triani , Rini Tutik Inayati Utomo Sarjono Putro Wibisono, Akbar Winda Lestari, Karin Yuki Tsuruya, Yuki Zahra, Nadia Alifya