DIJB (Diponegoro International Journal of Business)
Vol 8, No 2 (2025)

Analysing the performance of MSMEs from a marketing perspective

Rahman, Sarli (Unknown)
Fadrul, F (Unknown)
Suyono, S (Unknown)
Momin, Mujtaba M. (Unknown)

Article Info

Publish Date
31 Dec 2025

Abstract

Covid-19 exacerbates various problems previously faced by MSMEs, including a lack of market knowledge. This study aims to determine the relationship between market knowledge, marketing innovation, and marketing performance of MSMEs in the culinary sector in Pekanbaru City. The results of the analysis of 200 MSME actors in the culinary sector in Pekanbaru City using structural equation modeling techniques (SEM-PLS) show that market knowledge influences marketing innovation and marketing performance. Marketing innovation has no direct effect on marketing performance but can mediate the influence of market knowledge on marketing performance.

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Journal Info
DIJB (Diponegoro International Journal of Business)
Website

Abbrev

ijb

Publisher

Universitas Diponegoro

Subject

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

Description

Diponegoro International Journal of Business (DIJB) is a biannually peer-reviewed journal issued by Department of Management, Faculty of Economics and Business, Universitas Diponegoro. DIJB aims to be the media for publishing empirical issues related to business studies. DIJB invites manuscripts in ...