PENINGKATAN KINERJA PEMASARAN MELALUI HUBUNGAN PELANGGAN DAN SISTEM INFORMASI PADA UMKM KULINER HALAL DI KOTA CIREBON

Authors

DOI:

https://doi.org/10.29040/jiei.v7i2.2742

Keywords:

Harga Produk, Hubungan Pelanggan, Sistem Informasi, Kinerja Pemasaran, UMKM Kuliner, AMOS 22

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis khususnya pengaruh harga produk, Customer Relationship, dan Information System terhadap kinerja pemasaran dengan intervening kepuasan pelanggan yang ada pada UMKM Kuliner di Kota Cirebon. Sumber data yang digunakan dalam penelitian ini adalah data primer. Teknik pengambilan sampel adalah non random sampling dengan jenis sensus. Pengukuran level yang digunakan adalah level interval. Penelitian ini diolah menggunakan Structural Equation Modeling (SEM) dengan bantuan software AMOS 22. Hasil penelitian menunjukkan bahwa semua hipotesis di terima.

Author Biography

Wely Hadi Gunawan, Univeritas Kuningan

Lecturer

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Published

12-07-2021

How to Cite

Gunawan, W. H. (2021). PENINGKATAN KINERJA PEMASARAN MELALUI HUBUNGAN PELANGGAN DAN SISTEM INFORMASI PADA UMKM KULINER HALAL DI KOTA CIREBON. Jurnal Ilmiah Ekonomi Islam, 7(2), 1144–1150. https://doi.org/10.29040/jiei.v7i2.2742

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