The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance
23 Citations•2022•
Khamaludin Khamaludin, Syahriani Syam, Febri Rismaningsih
International Journal of Data and Network Science
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Abstract
The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance.