Author:
Khamaludin Khamaludin,Syam Syahriani,Rismaningsih Febri,Lusiani Lusiani,Arlianti Lily,Herlani Ahmad Fajar,Fahlevi Mochammad,Rahmadi Raendhi,Windyasari Vina Septiana,Widiyatun Fita
Abstract
The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance.
Subject
Artificial Intelligence,Computer Networks and Communications,Computer Science Applications,Communication,Information Systems,Software
Cited by
8 articles.
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