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All Journal Management Analysis Journal Jurnal STIE Semarang (Edisi Elektronik) Jurnal Educatio FKIP UNMA JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SENMAS)
Natoil Natoil
STIE Semarang
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Management Analysis Journal

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ENHANCING MARKETING PERFORMANCE IN MSMES: EMPIRICAL RESEARCH FROM SEMARANG, CENTRAL JAVA, INDONESIA Natoil Natoil; Sopi Sopi; Yovita Mumpuni Hartarini
Management Analysis Journal Vol 12 No 3 (2023): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v12i3.72739

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are one of the most developed creative industries in Indonesia and are able to make significant contribution to Indonesia's GDP (Gross Domestic Product), but the high growth of MSMEs has not been able to create sustainable MSMEs performance. Factors that influence each other include network capability, marketing performance, knowledge creation, and product innovation. This study aims to enhancing marketing performance in MSMEs: empirical research from Semarang, Central Java, Indonesia. The sample in this study were 109 respondents of MSME owners in Semarang City. The data collection method used questionnaire distributed to MSMEs owners through Google Forms. Data analysis used descriptive statistics and structural equation modelling with the Smart PLS program. The results showed that network capability has positive and significant effect on product innovation, product innovation has positive and significant effect on marketing performance, and network capability has positive and significant effect on marketing performance.
Co-Authors Siti Aniqoh Sofwani Sopi Sopi Yovita Mumpuni Hartarini Zumrotun Nafiah