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All Journal TECHNO-SOCIO EKONOMIKA Lead Journal of Economy and Administration
Dwi Rachmawati
Jakarta Global University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Relationship Marketing, And Green Marketing Toward Business Sustainability On Msmes Kab. Bandung. Dwi Rachmawati; Zalena Mohd; Suci Ayu Sudari; Cyka Oktaviani
Lead Journal of Economy and Administration Vol 1 No 3 (2023): Lead Journal of Economy and Administration (LEJEA), February 2023
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v1i3.70

Abstract

This study aims to find out the influence of Relationship Marketing, and Green Marketing to the Sustainability Business on SMEs (small and medium-scale Enterprise) in Kab. Bandung. Finding relation between variables allows this study to find the best strategy marketing to maintain the sustainability business of SMEs in Kab. Bandung. With the number of respondents as many as 100 SMEs, the instrument in the questionnaire is measured using a Likert scale (5 scales) then the data was processed with SPSS, while the variables are 1) Independent Variables consisting of Relationship Marketing, Green Marketing, 2) Dependent Variable is Sustainability Business. The used analysis in this study is multiple regression. The results show that Realtionship Marketing and green marketing has a positive and significant effect on Sustainability Business. The study discusses the results and give constructive suggestions for maintaining the sustainability business of SMEs.
MEDIATING INTELLECTUAL CAPITAL ON DIGITAL MARKETING FOR MARKETING PERFORMANCE IMPROVEMENT OF COPPER-BRASS CREATIVE INDUSTRY SMEs Yuni Pambreni; Udriyah Udriyah; Dwi Rachmawati
TECHNO-SOCIO EKONOMIKA Vol 16 No 2 (2023): Jurnal Techno-Socio Ekonomika - Oktober
Publisher : LPPM Universitas Sangga Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/techno.2023.16.2.2822

Abstract

This study used path analysis as research method to analyze the mediating of intellectual capital variable on digital marketing for marketing performance improvement of copper-brass creative industry SMEs in Tumang, Boyolali as the center of copper-brass creative industry in Indonesia. Digital marketing as independent variable with indicators which are cost, incentive program, site design, and interactive. Intellectual capital as intervening/mediating variable with indicators, human capital, organizational capital, and social capital. Then, marketing performance as dependent variable with measuring indicators are sales volume, customer growth, and revenue growth. Primary data was obtained by questionnaire as research instrument, then the data was processed with SPSS 23.0. Population in this study is copper-brass creative industry SMEs in Tumang, Cepogo, Boyolali. The sample size is 99 manpower respondents, either owner or employee. The result of this study indicate that Copper-brass creative industry SMEs can improve and optimize marketing performance by rising digital marketing which will affect the increasing of intellectual capital and marketing performance.
Co-Authors Cyka Oktaviani Suci Ayu Sudari Udriyah Udriyah Yuni Pambreni Zalena Mohd