ANALYSIS OF THE USE OF DIGITAL MARKETING AND PRODUCT INNOVATION ON MARKETING PERFORMANCE OF FURNITURE SMEs IN GONDANGSARI VILLAGE, JUWIRING DISTRICT, KLATEN

Authors

  • Vidorova Ardian Mahendra Fakultas Ekonomi Universitas Islam Batik Surakarta, Indonesia
  • Sri Hartono Fakultas Ekonomi Universitas Islam Batik Surakarta, Indonesia
  • Fithri Setya Marwati Fakultas Ekonomi Universitas Islam Batik Surakarta, Indonesia
  • Eny Kustiyah Fakultas Ekonomi Universitas Islam Batik Surakarta, Indonesia
  • Istiqomah Istiqomah Fakultas Ekonomi Universitas Islam Batik Surakarta, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v8i4.16576

Abstract

The advantages of digital marketing for businesses and MSMEs include the ability to easily connect with consumers online, higher sales conversions for targeted consumers, more efficient marketing costs, the ability to serve consumers in real time, and the potential to increase MSMEs' selling power. Furthermore, one of the important aspects that SMEs must carry out in order for the business in which they are involved to develop properly is to innovate. The goal is that the types of products and services offered are different from those of competitors, so that consumers will come. The purposes of this study were (1) to determine the effect of the use of digital marketing on marketing performance in MSMEs Furniture in Gondangsari Village, Juwiring District, Klaten Regency and (2) to determine the effect of product innovation on marketing performance in MSMEs Furniture in Gondangsari Village, Juwiring District, Klaten Regency. The analytical approach used in this research is descriptive quantitative. The population in this study is 38 people. The sample in this study were 38 people. According to the findings, the t test (Partial Test) has a significant value for the variable use of digital marketing, namely 0.002 < 0.05, implying that the variable use of digital marketing has a significant effect on marketing performance at MSMEs Furniture in Gondangsari Village, Juwiring District, Klaten Regency. According to the t test (Partial Test) results, the significant value for the product innovation variable is 0.006 < 0.05, implying that the product innovation variable has a significant effect on marketing performance in MSMEs Furniture in Gondangsari Village, Juwiring District, Klaten Regency.

Keywords: Use of Digital Marketing, Product Innovation, Marketing Performance, MSMEs Furniture.

References

Arikunto, Suharsimi. 2019. Prosedur Penelitian Suatu Pendekatan Praktik.Jakarta : Rineka Cipta.

Aulia Rachma. 2021. Pengaruh Inovasi Produk dan Orientasi Pasar Terhadap Kinerja Pemasaran UMKM di Masa Pandemi Covid 19 (Studi Kasus Pelaku UMKM Kecamatan Duren Sawit). Jurusan Administrasi Niaga Politeknik Negeri Jakarta 2021.

Chia Chang, Shih. 2019. “A Conceptual Framework of The Capabilities of Knowledge Application and Innovation Capabilities â€. Journal Of Marketing P : 1-15.

Indah Azzahra. 2021. Pengaruh Penggunaan Media Sosial, Inovasi Produk Terhadap Perkembangan Usaha Pada Usaha Dimsum Medan Johor. Universitas Medan Area.

Fatmawati, R.A. 2015. Pengaruh Orientasi Pasar, Orientasi Kewirausahaan Terhadap Keunggulan Bersaing dan Kinerja Pemasaran Pada Warung Angkringan Kota Semarang.

Ferdinand, A. 2019. Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan Skripsi, Tesis, dan Disertasi, Edisi 3, Semarang: Badan Penerbit Universitas Diponegoro

Ghozali, I (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23, Edisi 8, Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, Imam. 2017. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: BPFE Undip.

Hatani, La. 2020. “Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran di Kabupaten Munaâ€. Jurnal Manajemen Unhalu . Hal : 1-9.

Indriantoro dan Supomo. 2022. Metodologi Penelitian Bisnis, untuk akuntansi dan manajemen. Yogjakarta : BPFE.

J. Supranto. 2019. Teknik Sampling Untuk Survey dan Eksperimen. Jakarta : Rineka Cipta.

Khaiz Prambaudy. 2019. Pengaruh Orientasi Pasar Dan Inovasi Terhadap Kinerja Pemasaran UMKM Kuliner. BENEFIT Jurnal Manajemen dan Bisnis. ISSN: 1410-4571, E-ISSN: 2541-2604.

Kotler, Philip and Gary Amstrong. 2016. Prinsip-prinsip Pemasaran. Edisi 13. Jilid 1.Jakarta: Erlangga

Kotler,Philip and Gary Armstrong, 2012. Prinsip-prinsip Pemasaran. Edisi 13 Jilid 1, Jakarta: Erlangga

Kotler. Phillip dan Amstrong. 2011. Manajemen Pemasaran. Jilid 2, Jakarta. Bumi Aksara.

Mas’ud, Fuad. 2020. Survai Diagnosis Organisasional Konsep & Aplikasi. Semarang: Badan Penerbit Universitas Diponegoro.

Miftakhul Amin. Analisis Pengaruh Inovasi Produk, Orientasi Pasar, Keunggulan Bersaing Terhadap Kinerja Pemasaran Di Sentra Industri Mebel Desa Sembungan. Edunomika – Vol. 03, No. 02 (Agustus 2019).

Moureen Hellen Nakato. 2021. Effect Of Product Innovation On Performance Of Printing Smes In Kampala Central District. European Journal of Business and Strategic Management ISSN 2518-265X (Online) Vol.6, Issue 2, No.1. pp 1 - 14, 2021.

Nakato, M., Ngigi, B., & Andemariam, K. 2021. EFFECT OF PRODUCT INNOVATION ON PERFORMANCE OF PRINTING SMES IN KAMPALA CENTRAL DISTRICT . European Journal of Business and Strategic Management, 6(2), 1 – 14. https://doi.org/10.47604/ejbsm.1386.

Putri, A., & Arif, M. 2023. Pengaruh Digital Marketing Dan Inovasi Produk Terhadap Pendapatan. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 6(1), 194-208. https://doi.org/https://doi.org/10.36778/jesya.v6i1.91.

Paul N, Bloom dan Louise N, Boone. 2016. Strategi Pemasaran Produk: 18 Langkah Membangun jaring Pemasaran Produk Yang Kokoh. Jakarta: Prestasi Pustakarya.

Reid, Mike C. and Brady, Erica. 2019. “Relationship Between Market Orientation, Management and Execution of NPD and NPD Program Performanceâ€. Journal Of Marketing P: 969-975.

Sugiyono. 2019. Metode Penelitian Bisnis. Bandung: CV Alfabeta

Sukarno, Gendut. 2018. “Peran Mass Customization dan Basic Market Orientation dalam Meningkatkan Kinerja Pemasaranâ€. Jurnal National Conference UKWMS. Hal: 1-17.

Swastha, Basu dan T. Hani Handoko. 2020. Manajemen Pemasaran Analisa Perilaku Konsumen. Jakarta: Salemba Empat.

Downloads

Published

2024-12-31

How to Cite

Mahendra, V. A., Hartono, S., Marwati, F. S., Kustiyah, E., & Istiqomah, I. (2024). ANALYSIS OF THE USE OF DIGITAL MARKETING AND PRODUCT INNOVATION ON MARKETING PERFORMANCE OF FURNITURE SMEs IN GONDANGSARI VILLAGE, JUWIRING DISTRICT, KLATEN. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(4). https://doi.org/10.29040/ijebar.v8i4.16576

Citation Check

Most read articles by the same author(s)

1 2 3 > >>