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All Journal International Journal of Electrical and Computer Engineering Jurnal Pendidikan Jasmani Indonesia Medikora: Jurnal Ilmiah Kesehatan Olahraga INOTEKS : Jurnal Inovasi Ilmu Pengetahuan, Teknologi, dan Seni Jurnal Ekonomi dan Kewirausahaan Kompak : Jurnal Ilmiah Komputerisasi Akuntansi Pixel : Jurnal Ilmiah Komputer Grafis Elkom: Jurnal Elektronika dan Komputer Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora Journal of Economics, Business, & Accountancy Ventura Jurnal Keolahragaan Adi Widya : Jurnal Pengabdian Masyarakat Jurnal Manajemen Pembangunan Daerah BAREKENG: Jurnal Ilmu Matematika dan Terapan Jurnal Kebijakan Sosial Ekonomi Kelautan dan Perikanan Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat Jurnal STIE Semarang (Edisi Elektronik) Competitive Jurnal Akuntansi dan Keuangan Jurnal Tekno Kompak Jurnal Ilmiah Akuntansi Manajemen JURNAL EKSBIS Jurnal Pengembangan Penyuluhan Pertanian ZIRAA'AH MAJALAH ILMIAH PERTANIAN JOSSAE (Journal of Sport Science and Education) Jurnal Pendidikan dan Kewirausahaan Jurnal Penelitian Peternakan Terpadu Jurnal REKSA: Rekayasa Keuangan, Syariah dan Audit Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Dharma Bhakti Ekuitas Jurnal Ilmiah Wahana Pendidikan International Journal of Robotics and Control Systems Jurnal Abdi Masyarakat Saburai (JAMS) Wasana Nyata Majalah Ilmiah Olahraga (MAJORA) Journal Of Human And Education (JAHE) Edukasia: Jurnal Pendidikan dan Pembelajaran Jotika Journal in Management and Entrepreneurship West Science Interdisciplinary Studies WASANA NYATA West Science Interdisciplinary Studies Jurnal Pengabdian Masyarakat Berkarya Journal of Technology Informatics and Engineering JEBD Journal of Regional Economics and Development JUAN: Jurnal Pengabdian Nusantara Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Jurnal Manajemen Kewirausahaan dan Teknologi Jurnal Kawistara Prosiding Seminar Nasional Keguruan dan Pendidikan (SNKP)
Sumaryanto Sumaryanto, Sumaryanto
Pusat Analisis Sosial Ekonomi dan Kebijakan Pertanian
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Journal : Journal of Economics, Business,

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MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction Capability Sumaryanto, Sumaryanto; Widajanti, Erni
Journal of Economics, Business, and Accountancy Ventura Vol. 25 No. 3 (2022): December 2022 - March 2023
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v25i3.2799

Abstract

The Covid-19 pandemic has had an impact on the marketing performance of MSMEs in Indonesia, as indicated by a decrease in sales. Therefore, various strategies must be carried out to boost the sales, including by implementing marketing innovations and increasing the ability to interact with customers. In addition to examining the effect of marketing innovation, consumer need adaptability, empowered interaction capability, and marketing intelligence on marketing performance, this study also aims to examine the effect of empowered interaction capability on marketing performance mediated by consumer need adaptability and marketing intelligence in Micro, Small and Medium Enterprises (MSMEs) in Banjarsari District during the Covid-19 pandemic. The sample of this study consists of 51 MSMEs spread across Banjarsari District, Surakarta Regency, Central Java. The analytical method used is Partial Least Square Structural Equation Modeling (PLS-SEM). The results of this study show that empowered interaction capability has a significant positive effect on marketing performance. Meanwhile, marketing innovation, consumer need adaptability, and marketing intelligence have no effect on marketing performance. Likewise, consumer need adaptability and marketing intelligence do not mediate the effect of empowered interaction capability on marketing performance. The implication of this research for MSMEs is that MSMEs need to increase empowered interaction capability through increased collaboration and co-creation so that customers are willing to provide ideas or suggestions to the company, thereby increasing company performance.
MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction Capability Sumaryanto, Sumaryanto; Widajanti, Erni
Journal of Economics, Business, and Accountancy Ventura Vol. 25 No. 3 (2022): December 2022 - March 2023
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v25i3.2799

Abstract

The Covid-19 pandemic has had an impact on the marketing performance of MSMEs in Indonesia, as indicated by a decrease in sales. Therefore, various strategies must be carried out to boost the sales, including by implementing marketing innovations and increasing the ability to interact with customers. In addition to examining the effect of marketing innovation, consumer need adaptability, empowered interaction capability, and marketing intelligence on marketing performance, this study also aims to examine the effect of empowered interaction capability on marketing performance mediated by consumer need adaptability and marketing intelligence in Micro, Small and Medium Enterprises (MSMEs) in Banjarsari District during the Covid-19 pandemic. The sample of this study consists of 51 MSMEs spread across Banjarsari District, Surakarta Regency, Central Java. The analytical method used is Partial Least Square Structural Equation Modeling (PLS-SEM). The results of this study show that empowered interaction capability has a significant positive effect on marketing performance. Meanwhile, marketing innovation, consumer need adaptability, and marketing intelligence have no effect on marketing performance. Likewise, consumer need adaptability and marketing intelligence do not mediate the effect of empowered interaction capability on marketing performance. The implication of this research for MSMEs is that MSMEs need to increase empowered interaction capability through increased collaboration and co-creation so that customers are willing to provide ideas or suggestions to the company, thereby increasing company performance.
Co-Authors A. Faroby Falatehan Abiyyu Amajida Abrori, Rifki Adi Penawan, Adi Aditiani, Clarisa May Aditya, Aji Rangga Agung, Alvian Dhian Agus Kristiyanto Agustiani, Mala Ahmad Nasrulloh Aji, Kunto Andik Prakasa Hadi Andri, Bryan Shafryzal Angelika, Helvyn Anja Robbi Dini Antoni, Muhammad Sigit Apino, Ezi Aris Fajar Pambudi Aris Tri Haryanto Arlinwibowo, Janu Asngari, Asngari Batubara, Angella Ananta Berlian, Miftah Okta Budi Wijayanto C. Kifli, Gontom Cerika Rismayanti, Cerika D. Suretno, Nandari Dadan Permana Dani Sasmoko Danny Eka Wahyu Saputra Darwin Dayo, Falahi Dharma, Edy Diptaningsari, Danarsi Dwi Priyanto Dwi Rachmina Edi Wibowo Edwin Zusrony Elly Arliani Endang Saryanti erdiansyah erdiansyah, erdiansyah ERNI WIDAJANTI Faidillah Kurniawan Fakhrurozi, Zaza Afnindar Fakhrurozi5, Zaza Afnindar Febidayanti, Ersa Regita Gibson Manalu Hadi Suyono Handayani, Asih hartawan, hartawan Haryanti Haryanti HENDRATNO Heri Retnawati Heru Subekti Hidayat, Dimas Rahmat Himmawati Puji Lestari Ibrahim, Zulfa Safina Imaliya, Tri Indah Prasetyawati Tri Purnama Sari INDARTI, TITIK Indriyadi, Indriyadi Jailani Jailani Jarot Dian Susatyono Joko Daryatmo Jurkani, Jurkani Kana Hidayati Kardanova, Elena Kassymova, Gulzhaina Kuralbayevna Khaira, Nurul Khoirunnisa, Asma Kisno Lantip Diat Prasojo M Syarif Husen M. Rafi Magriyanti, Arie Atwa Manihuruk, FransFile Marhab, Doni Marjam Desma Rahadhini Marlina Sihombing, Humiras Betty Mathilda Susanti Maulan, Puteri Anindya Mawardi, Rahadian Maya Utami Dewi, Maya Utami Meidaliyantisyah, Meidaliyantisyah Muhammad Adnan Muizzamith Muhammad Furqon Hidayatullah Muhammad Nur Syuhada Nani Irma Susanti Natasia Tirsa Amanda Nino Gilang Septiawan Novita Putri, Erlinda Novitasari, Erliana Nugroho, Aris Sarwo Nurmalita, Putri Nurmana, Ayyub Hamdanu Budi Nuryanto Nuryanto Nusantara, Bayuk Perdana, Satya Pradana, Cipto Pratita, Mutya Paramita Purwati Purwati Putri, Aulia Diana Qosidah, Nanik Rachmawati, Restia Nur Radityo Pramoda Rafika Salamah, Isna Rahayu Triastity Ratnawati, Tika Retna Qomariah Retno Susanti Ricadonna, Nadia Adriane Riky Dwihandaka Rina Ani Sapariyah Robet Asnawi Rosyada, Munaya Nikma S Siswanto Sakti, Muhammad Lintang Damar Samsul Hadi Satiranandi Wibowo, Firdaus Amruzain Septinda Rima Dewanti Setiyo Adi nugroho Setiyo Prihatmoko Setyaningsih Setyaningsih, Setyaningsih Shafitri, Nensyana sherly sherly Sigit Nugroho SITI KHOLIFAH Slamet Riyadi Slameto Slameto Soniya, Tri Sotlikova, Rimajon Suci, Gadis Prasetiya Sumarjo Sumarjo, Sumarjo Sumaryanti Sumaryanti Sunaryo Sunaryo Supriadi, Candra Susanti, Nani Irma Suyoko, Yohanes Tri Hariyanto Tuanaya, Rugaya Utama, Heriyanta Budi Utami, Meitha Tyas Veliyanti , Reni Wahyu, Danny Eka Wahyuningsih, Hartati Dyah Wardono, Budi Widajati, Erni Widitya, Asna Ayu Wijayanto, Thomas Witanto, Aurelia Calista Wylis A, Ratna Yanuar Rachman Sadewa Yaumidin, Umi Karomah Yofhi Septian Panglipurningrum Yuli Fitrianto Yuni Wulandari Yusuf Sutanto Zaenal Mustofa Zahara Zahara Zakiyah, Nadiya Fikriyatuz