ANALISIS PERFORMANCE MARKETING BISNIS USAHA KECIL DAN MENENGAH SELAMA PANDEMI DI KACAMATAN TALLO MAKASSAR
Keywords:
Inovasi Produk, Adopsi E-Commerce, Performance Marketing Bisnis UKM, Product Innovation, E-Commerce Adoption, SME Business Marketing PerformanceAbstract
Usaha Kecil dan Menegah (UKM) memiliki berbagai kelemahan dan juga peluang selama pandemi. UKM yang mampu memodifikasi produknya dan bisa memanfaatkan teknologi, maka para pelaku UKM mampu bertahan sampai sekarang. Untuk itu peneliti ingin mengetahui kinerja pemasaran bisnis UKM dengan inovasi produk yang dimediasi oleh adopsi e-commerce. Tujuan utamanya untuk melihat adakah pengaruh positif dan signifikan inovasi produk melalui adopsi e-commerce terhadap performance marketing bisnis UKM. Jumlah Sampel 73 pelaku bisnis UKM khususnya di Kecamatan Tallo. Selanjutkan disebarkan kuesioner. Kemudia Data yang terkumpul dilakukan analisis data yaitu WarpPLS.
Temuan teoritis adalah memperkaya referensi tentang kinerja pemasaran bisnis, sedangkan temuan manajerial penelitian ini membangun adopsi e-commerce untuk meningkatkan kinerja pemasaran bisnis.
Small and Medium Enterprises (SMEs) have weakness as well as opportunities during a pandemic. SMEs that are able to modify their products and can take advantage of technology, have been able to survive until now. For this reason, researchers want to determine the performance of SME business marketing with product innovation mediated by e-commerce adoption. The main objective is to see whether there is a positive and significant effect of product innovation through the adoption of e-commerce on the marketing performance of SME businesses. Total Sample 73 UKM business actors, especially in Tallo District. Then the questionnaire was distributed. Then the data collected was analyzed data, namely WarpPLS.
The theoretical findings are enriching references about business marketing performance, while the managerial findings of this study build the adoption of e-commerce to improve business marketing performance.