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All Journal Media Ekonomi dan Manajemen JPAP (Jurnal Penelitian Administrasi Publik) (e-Journal) Fokus Ekonomi Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Indonesian Journal Of Business And Economics Jurnal Pengabdian UNDIKMA REKA ELKOMIKA: Jurnal Pengabdian kepada Masyarakat Yayasan Cita Cendikiawan Al Khwarizmi Jurnal Pengabdian Pada Masyarakat Indonesia (JPPMI) Jurnal Suara Pengabdian 45 Perigel: Jurnal Penyuluhan Masyarakat Indonesia Serat Acitya Public Service And Governance Journal Mimbar Administrasi
Endang Swastuti
Universitas 17 Agustus 1945 Semarang
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Journal : Fokus Ekonomi

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MENEJEMEN INOVASI STRATEGIS DANADOPSI DIGITAL MARKETING UPAYA MEMBANGUN KEUNGGULAN BERSAING DAN KINERJA BISNIS IKM TENUN TROSO KABUPATEN JEPARA Endang Swastuti
Fokus Ekonomi : Jurnal Ilmiah Ekonomi Vol 15, No 1: Juni 2020
Publisher : STIE Pelita Nusantara Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (312.696 KB) | DOI: 10.34152/fe.15.1.127-143

Abstract

The purpose of this research is to investigate the impact of management innovation and adoption of digital marketing strategies in relation to competitive advantage and performance. The object of this study is the IKM Troso Weaving Troso of Jepara Regency with an observation unit of 169 respondents consisting of managers and heads of marketing. Data were analyzed with structural equation model (SEM) to test the research hypothesis. The analysis revealed that the innovation strategy and adoption of digital marketing significantly increased the competence and performance of the company. The implication of this finding is that companies need to pay attention to the values of corporate culture such as determining the direction of business development, increasing productivity and creativity, developing the quality of goods and services and motivating employees to achieve the highest achievements. While managerial implications related to organizational readiness include making a budget for information technology updates on a regular basis, making it easier for employees to make improvements to marketing information technology
Co-Authors Agus Wibowo Christine Diah W Christine Diah Wahyuningsih Danang, Danang Dani Sasmoko Eko Taufik Hidayat Emiliana Sri Pudjiarti Fatmawati, Fatmawati Hermawan Budiyanto Laurina, Nia Alna Nurchayati Nurchayati Rahmad Purwanto W Rahmad Purwanto Widyastomo Rahmad Purwanto Widyastomo Rahmad Purwanto Widyastomo Rahmat Purwanto Ratnawati Dwi Putranti Honorata Sri Suprapti Tri Widiarto Warsono, Albertus Kristiyo Yunita, Lisa Erfi