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Limakrisna2, Nandan
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering Materials Science & Nanotechnology Mechanical Engineering

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The Role of e-Marketing Design and Customer Involvement Capability on Business Performance and Competitive Advantage of MSMEs in Tangerang Raya Fahmi, Khaerul; Limakrisna2, Nandan; Muharam, Hari
UJoST- Universal Journal of Science and Technology Vol. 3 No. 2 (2024): September 2024
Publisher : Faculty of Science and Technology University of Pramita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11111/ujost.v3i2.161

Abstract

The aim of this research is to determine and analyze the influence of e-marketing design and customer involvement capability partially on competitive advantage. To determine and analyze the influence of e-marketing design, customer involvement capability and competitive advantage both partially and simultaneously on business performance. The method used is a quantitative method, the analysis used is confirmatory factor analysis (CFA) with a total of 200 respondents. Data analysis using Lisrel 8.70 Based on the research results, the following research findings were obtained: e-marketing design and customer involvement capability partially have a positive and significant effect on competitive advantage. e-marketing design, customer involvement capability and competitive advantage have a positive and significant effect, partially or simultaneously, on business performance
Co-Authors Khaerul Fahmi Muharam, Hari