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Fachrurazi
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Journal : Jurnal Publikasi Ilmu Manajemen

 1 
During the Covid-19 Pandemic, Marketing Strategy Analysis for Crispy MSMEs "MA ICIH" D. Yadi Heryadi; Fachrurazi Fachrurazi; Ita Nurcholifah; Muhammad Yusuf
Jurnal Publikasi Ilmu Manajemen Vol. 2 No. 1 (2023): Maret: Jurnal Publikasi Ilmu Manajemen 
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v2i1.1335

Abstract

Large-scale social restrictions (PSBB) cause conventional marketing of company products to be limited. The purpose of this study was to examine the impact of the marketing approach during the Covid-19 pandemic on the performance of MSMEs with technology as a moderator variable with the research subject being Kripik "Ma Icih" MSME customers. MSMEs during the pandemic must be able to carry out product marketing using social media applications. A sample of 100 respondents became the sample of this study. The data collection approach has been tested for validity and reliability by reporting, interviews, and questionnaires. The results showed that: (1) With a value of 0.767 and a P-value of 0.0033, the effect of production on MSME performance is positive and significant. (2) With a result of 0.000<0.05, technology moderates the impact of production on MSME performance in a positive and significant way. (3) Production on MSME performance is positive and significant with a value of 0.468 and a P-Value of 0.042 (4) The positive and significant distribution of MSME performance moderated by technology shows a result of 0.030 <0.05 (5) There is a positive and significant difference between direct marketing and MSME performance with a value of 0.265 and a P-Value of 0.000. (6) the positive and significant effect of direct marketing on the performance of MSMEs moderated by technology shows a result of 0.000 <0.05.
Co-Authors . Syamsulbahri Abdillah, T Rafli Agriani, Dian Akhmad Baidun Akhmad Nur Zaroni Amelda Pramezwary Anis Okta Cahyaningrum Arief Yanto Rukmana Arief Yanto Rukmana Arief Yanto Rukmana Asrul Karim, Asrul Azhari Azhari Barkah Barkah Budi Sukardi Bunga Aditi Citra Arta, Deddy Novie D. Yadi Heryadi Dalfian, Dalfian Dirhamsyah, Dirhamsyah Djakasaputra, Arifin Donny Dharmawan Dwi Surya Atmaja Dwi Surya Atmaja Dyanasari, Dyanasari Edy Surya Edy Surya EFENDI Erna Listian Erna Listiana Ety Mukhlesi Yeni Eva Faridah Festy Ladyani Mustofa Firdaus Achmad Fitri Jayanti Fitri Jayanti, Fitri FITRI REZEKI Gunawan Widjaja Hasratuddin Hasratuddin Hayati, Rahmi Husaen, Fuad Dhiya Ul Ida Ayu Putu Sri Widnyani Irma M Nawangwulan Iskandar Iskandar Ita Nurcholifah Ita Nurcholifah Ita Nurcholifah Ita Nurcholifah Ita Nurcholifah, Ita Jasmaniah Jasmaniah, Jasmaniah Juliana Juliana Juliana, Juliana Kevin Indajang Kuat Ismanto Lalu Agus Satriawan m rezeki muamar M. Khairul Anwari Marzuki Marzuki Mas'ad, Muhammad Aunurrochim Muhammad Nur Afiat Muhammad Syaifullah, Muhammad MUHAMMAD YUSUF Muhammad Yusuf Mulani, Piki Murthada Murthada Nasrun Baldah Nasution, Annio Indah Lestari Ni Desak Made Santi Diwyarthi Nia Apri Soqdiah Nova Bernedeta Sitorus Novi Puji Lestari Novita, Yulia Novy Setia Yunas Nur, Muhammad Alan Nurdin Bukit Pratiwi Kurniati Preatmi Nurastuti Rahmat Rahmat Rahmi Hayati Rasty Yulia Reski, Reski Retno Purwani Setyaningrum REZEKI, FITRI Rian Ardianto Rianda Hanis Rifani Akbar Sulbahri Rihfenti Ernayani Riko Mersandro Permana Rohantizani, Rohantizani Rosmala Dewi Russlan, Ismail Samuel PD Anantadjaya Saut Maruli Tua Pandiangan Siti Habsari Pratiwi, Siti Situmorang, Jimmy Muller Hasoloan Sofia Maulida Sudarmanto, Eko Supriyanto Supriyanto Supriyanto Suroso Suroso Suslinawati Suslinawati, Suslinawati Syamsu Rijal Umar Chadhiq Usman, Sandi Adji Wahyuni, Rizki Widiatmini Widiatmini Wirawan, Vani Yessi Kartika Yunita Ramadhani RDS Yusuf Yusuf Zaenuddin Hudi Prasojo Zaenuddin Hudi Prasojo Zarkasi, Zarkasi Zuraini Zuraini, Zuraini