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p-Index From 2020 - 2025
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All Journal Management Studies and Entrepreneurship Journal (MSEJ) International Journal of Social Service and Research
Salsabilla, Meisya
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Utilization Of Digital Marketing and Product Innovation In Improving Msme Marketing Performance In Talun District Salsabilla, Meisya; Aulia, Dyta; Maulany, Soesanty
International Journal of Social Service and Research Vol. 4 No. 05 (2024): International Journal of Social Service and Research (IJSSR)
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v4i05.778

Abstract

The purpose of this study is to examine the influence of digital marketing and product innovation on the marketing performance of MSMEs in Talun District. This study used quantitative methods. The population in this study is culinary MSME business actors in Talun District, with a sample of 100 people. The data collection technique in this study used a questionnaire with a measurement scale using the Likert scale. The data analysis technique used in this study is multiple linear regression analysis. The results of this study show that partially digital marketing and product innovation have a positive and significant influence on marketing performance, and simultaneously digital marketing and product innovation have a positive and significant effect on market performance.
The Effect of Experience Quality on Customer Loyalty With Moderation Of Currency And The Role Of Conversation and Co-Creation on Vod Viu Customers In Bekasi District Salsabilla, Meisya; Bintarti, Surya; Kurniawan, Ergo Nurpatria; Tanjung, Agustini
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i2.5297

Abstract

This study aims to examine the relationship between Conversation and Co-Creation on Customer Loyalty through the mediation of Experience Quality moderated by Currency. This research uses quantitative methods. Sampling in this study used the Non Probability Sampling method with Purposive technique. The population used in this study is people in Bekasi Regency, with a sample obtained of 114 customer respondents who subscribe to Viu VoD services. This study tests correlation and regression with the help of the SmartPLS 3.2.9 program which is used to test validity and reliability. The results showed that Conversation has a significant positive role on customer Experience Quality. Co-creation has a significant positive effect on customer Experience Quality. Conversation with moderation Currency has a negative role on customer Experience Quality. Co-creation with Currency moderation has a significant positive effect on the level of customer Experience Quality. Customer Experience Quality has a significant positive role on Customer Loyalty. Conversation through the mediation of Experience Quality has a negative influence on Customer Loyalty. Co-creation through the mediation of Experience Quality has a significant positive effect on Customer Loyalty.
Co-Authors Agustini Tanjung Aulia, Dyta Kurniawan, Ergo Nurpatria Maulany, Soesanty Surya Bintarti