The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance

Authors:

KKKhamaludin Khamaludin
Khamaludin Khamaludin
SSSyahriani Syam
Syahriani Syam
FRFebri Rismaningsih
Febri Rismaningsih
LLLusiani Lusiani
Lusiani Lusiani
LALily Arlianti
Lily Arlianti
AHAhmad Fajar Herlani
Ahmad Fajar Herlani
Mochammad Fahlevi
Mochammad Fahlevi
RRRaendhi Rahmadi
Raendhi Rahmadi
VWVina Septiana Windyasari
Vina Septiana Windyasari
FWFita Widiyatun
Fita Widiyatun

1 January 2022

journal article
research article
Published by Growing Science in International Journal of Data and Network Science

Vol. 6 (1) , 9-16
DOI:10.5267/j.ijdns.2021.11.002

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.

Keywords

This publication has 1 reference indexed in Scilit:

The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance
International Journal of Data and Network Science, 2022