Journal of Industrial Engineering & Management Research (JIEMAR)
Vol. 5 No. 3 (2024): June 2024

The Effect of of e-Marketing Design and Customer Involvement Capability on Business Performance and Competitive Advantage of MSMEs

Fahmi, Khaerul (Unknown)
Limakrisna, Nandan (Unknown)
Muharam, Hari (Unknown)

Article Info

Publish Date
21 Jun 2024

Abstract

The aim of this research is to determine and analyze the influence of e-marketing design and customer involvement capability partially or jointly on competitive advantage. To determine and analyze the influence of e-marketing design, customer involvement capability and competitive advantage both partially and jointly on business performance. The method used was a quantitative method and the analysis used was 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 showed that e-marketing design and customer involvement capability have a positive and significant effect on competitive advantage. E-marketing design, customer involvement capability and competitive advantage have a positive and significant effect on business performance

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Journal Info
Journal of Industrial Engineering & Management Research (JIEMAR)
Website

Abbrev

jiemar

Publisher

Universitas Pelita Harapan

Subject

Humanities Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

Description

The aim of JIEMAR ( Journal of Industrial Engineering & Management Research is to publish theoretical and empirical articles that are aimed to contrast and extend existing theories, and build new theories that contribute to advance our understanding of phenomena related with industrial engineering ...