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All Journal INJURITY: Journal of Interdisciplinary Studies
Rahmah, Salma Yulia
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Economics, Econometrics & Finance Education Engineering Public Health Social Sciences

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Improving Marketing Efficiency and Effectiveness by Optimizing Product Innovation through E-Commerce Mediation Windiyani, Rini Revina; Zhafirah, Talitha; Rahmah, Salma Yulia; Yusuf, Yusuf
Interdiciplinary Journal and Hummanity (INJURITY) Vol. 3 No. 5 (2024): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v3i5.199

Abstract

This study analyzes the relationship between product innovation, E-Commerce, and marketing performance in Cirebon Regency's batik business actors. This study uses a quantitative research design with a Correlational Design to evaluate the relationships between variables. The results show that the majority of respondents in this study were consumers aged between 31-40 years (48%), followed by ages 41-50 years (28%), and ages 20-30 years (15%). However, it can be concluded that product innovation does not have a significant effect on marketing performance. It supports sustainable product purchasing through improved access, recommendation systems, and environmentally friendly packaging. It also helps batik businesses to improve their feasibility, cultivate strategic partnerships and increase their contacts with customers and suppliers. Therefore, it is becoming very important for business owners to improve marketing performance and understand how E-commerce works as a communication tool, marketing and how they can significantly grow their business.
Co-Authors Windiyani, Rini Revina Yusuf Yusuf Zhafirah, Talitha