IMPROVEMENT OF MARKETING PERFORMANCE AT SOLO CULINARY SMEs

Stefanus Christian Susanto, Harry Soesanto

Abstract

This study aims to determine and analyze particularly the effect of product prices, Customer Relationship, and Information Systems on marketing performance by intervening customer satisfaction existing in culinary SMEs in Solo. The data source used in this research is primary data. The sampling technique is non-random sampling with census type. The level measurement used is the interval level. This study was processed using Structural Equation Modeling (SEM) with the help of AMOS 22 software. The results showed that all hypotheses were accepted.

Keywords: Product Prices; Customer Relationship; Information System; Marketing Performance; Culinary SMEs; AMOS 22

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References

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