MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction Capability
The Covid-19 pandemic has had an impact on the marketing performance of MSMEs in Indonesia, as indicated by a decrease in sales. Therefore, various strategies must be carried out to boost the sales, including by implementing marketing innovations and increasing the ability to interact with customers...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE)
2023-03-01
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| Series: | Journal of Economics, Business & Accountancy |
| Subjects: | |
| Online Access: | https://journal.perbanas.ac.id/index.php/jebav/article/view/2799 |
| _version_ | 1827347436776980480 |
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| author | Sumaryanto Sumaryanto Erni Widajanti |
| author_facet | Sumaryanto Sumaryanto Erni Widajanti |
| author_sort | Sumaryanto Sumaryanto |
| collection | DOAJ |
| description | The Covid-19 pandemic has had an impact on the marketing performance of MSMEs in Indonesia, as indicated by a decrease in sales. Therefore, various strategies must be carried out to boost the sales, including by implementing marketing innovations and increasing the ability to interact with customers. In addition to examining the effect of marketing innovation, consumer need adaptability, empowered interaction capability, and marketing intelligence on marketing performance, this study also aims to examine the effect of empowered interaction capability on marketing performance mediated by consumer need adaptability and marketing intelligence in Micro, Small and Medium Enterprises (MSMEs) in Banjarsari District during the Covid-19 pandemic. The sample of this study consists of 51 MSMEs spread across Banjarsari District, Surakarta Regency, Central Java. The analytical method used is Partial Least Square Structural Equation Modeling (PLS-SEM). The results of this study show that empowered interaction capability has a significant positive effect on marketing performance. Meanwhile, marketing innovation, consumer need adaptability, and marketing intelligence have no effect on marketing performance. Likewise, consumer need adaptability and marketing intelligence do not mediate the effect of empowered interaction capability on marketing performance. The implication of this research for MSMEs is that MSMEs need to increase empowered interaction capability through increased collaboration and co-creation so that customers are willing to provide ideas or suggestions to the company, thereby increasing company performance. |
| first_indexed | 2024-03-07T23:50:32Z |
| format | Article |
| id | doaj.art-de8482314df34990b25f5a392ae2534e |
| institution | Directory Open Access Journal |
| issn | 2087-3735 2088-785X |
| language | English |
| last_indexed | 2024-03-07T23:50:32Z |
| publishDate | 2023-03-01 |
| publisher | Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE) |
| record_format | Article |
| series | Journal of Economics, Business & Accountancy |
| spelling | doaj.art-de8482314df34990b25f5a392ae2534e2024-02-19T08:17:09ZengPusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE)Journal of Economics, Business & Accountancy2087-37352088-785X2023-03-0125338239710.14414/jebav.v25i3.2799MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction CapabilitySumaryanto Sumaryanto0Erni Widajanti1Universitas Slamet Riyadi, Surakarta, Central Java, IndonesiaUniversitas Slamet Riyadi, Surakarta, Central Java, IndonesiaThe Covid-19 pandemic has had an impact on the marketing performance of MSMEs in Indonesia, as indicated by a decrease in sales. Therefore, various strategies must be carried out to boost the sales, including by implementing marketing innovations and increasing the ability to interact with customers. In addition to examining the effect of marketing innovation, consumer need adaptability, empowered interaction capability, and marketing intelligence on marketing performance, this study also aims to examine the effect of empowered interaction capability on marketing performance mediated by consumer need adaptability and marketing intelligence in Micro, Small and Medium Enterprises (MSMEs) in Banjarsari District during the Covid-19 pandemic. The sample of this study consists of 51 MSMEs spread across Banjarsari District, Surakarta Regency, Central Java. The analytical method used is Partial Least Square Structural Equation Modeling (PLS-SEM). The results of this study show that empowered interaction capability has a significant positive effect on marketing performance. Meanwhile, marketing innovation, consumer need adaptability, and marketing intelligence have no effect on marketing performance. Likewise, consumer need adaptability and marketing intelligence do not mediate the effect of empowered interaction capability on marketing performance. The implication of this research for MSMEs is that MSMEs need to increase empowered interaction capability through increased collaboration and co-creation so that customers are willing to provide ideas or suggestions to the company, thereby increasing company performance.https://journal.perbanas.ac.id/index.php/jebav/article/view/2799empowered interaction capabilitymarketing innovationsmarketing intelligenceconsumer need adaptabilitymarketing performance |
| spellingShingle | Sumaryanto Sumaryanto Erni Widajanti MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction Capability Journal of Economics, Business & Accountancy empowered interaction capability marketing innovations marketing intelligence consumer need adaptability marketing performance |
| title | MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction Capability |
| title_full | MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction Capability |
| title_fullStr | MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction Capability |
| title_full_unstemmed | MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction Capability |
| title_short | MSME Marketing Performance during the COVID-19 Pandemic: The Role of Empowered Interaction Capability |
| title_sort | msme marketing performance during the covid 19 pandemic the role of empowered interaction capability |
| topic | empowered interaction capability marketing innovations marketing intelligence consumer need adaptability marketing performance |
| url | https://journal.perbanas.ac.id/index.php/jebav/article/view/2799 |
| work_keys_str_mv | AT sumaryantosumaryanto msmemarketingperformanceduringthecovid19pandemictheroleofempoweredinteractioncapability AT erniwidajanti msmemarketingperformanceduringthecovid19pandemictheroleofempoweredinteractioncapability |