Jurnal Manajemen Strategi dan Aplikasi Bisnis
Vol 5 No 1 (2022)

Pengaruh Entrepreneurial Marketing Terhadap Marketing Performance Yang Dimediasi Oleh Marketing Assistant

Setiyo Purwanto (Universitas Dian Nusantara)
Didin Hikmah Perkasa (Unknown)

Article Info

Publish Date
26 Jun 2022

Abstract

This research was conducted on the garment manufacturing industry in Sukabumi, West Java during the COVID-19 pandemic. The purpose of this study was to examine the effect of Entrepreneurial Marketing (EM) on Marketing Performance (MP) with Marketing Assiatant (MA) as a mediation variable. The data in the study consisted of 235 populations with 149 samples. Data analysis in this study used quantitative methods with the SmartPLS 3.2.9 test tool. MA is government assistance help to maintain the sustainability of the SMEs industries, considering that this sector is also a social safety net.

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Journal Info
Jurnal Manajemen Strategi dan Aplikasi Bisnis
Website

Abbrev

JMSAB

Publisher

Lembaga Pengembangan Manajemen dan Publkasi Imperium

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The focus of JMSAB are to promote strategic management and stimulate discussions, deliberations and debates on different management science strategies, principles, models, methodologies, techniques, applications in the field of business, commerce, industry, and ...