Analisis Pengaruh E-Marketing terhadap Competitive Advantage Melalui Kinerja Marketing


  • Puji Nurhayati Universitas PGRI Madiun
DOI: https://doi.org/10.33395/owner.v4i1.218
Last Modified : Jan 31, 2020

Abstract

Penelitian ini bertujuan untuk menguji pengaruh e-marketing terhadap comptetitive advantage melalui kinerja Marketing. Penelitian ini menggunakan data primer yaitu kuesioner. Sampel dalam penelitian ini sebanyak 74 UMKM di Provinsi Jawa Timur. Uji kualitas data dan analisis data menggunakan teknik Partial Least Square (PLS) dengan software WarpPls 5.0.  Hasil penelitian menunjukkan bahwa penggunaan e-marketing berpengaruh positif dan signifikan terhadap comptetitive advantage, penggunaan e-marketing berpengaruh positif dan signifkan terhadap kinerja marketing dan penggunaan e-marketing berpengaruh positif dan signifkan terhadap comptetitive advantage melalui kinerja marketing.

PDF Download Link


How to Cite
NURHAYATI, Puji. Analisis Pengaruh E-Marketing terhadap Competitive Advantage Melalui Kinerja Marketing. Owner (Riset dan Jurnal Akuntansi), [S.l.], v. 4, n. 1, p. 58-67, jan. 2020. ISSN 2548-9224. Available at: <https://owner.polgan.ac.id/index.php/owner/article/view/218>. Date accessed: 30 mar. 2020. doi: https://doi.org/10.33395/owner.v4i1.218.

Downloads

Download data is not yet available.

References

Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Shuib, N. L. M. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management and Data Systems. https://doi.org/10.1108/IMDS-07-2014-0205
Google Scholar

Bank Indonesia. (2015). Profil Bisnis Usaha Mikro, Kecil, dan Menengah (UMKM). Jakarta: Bank Indonesia dan Lembaga Pengembangan Perbankan Indonesia.

Braojos-Gomez, J., Benitez-Amado, J., & Javier Llorens-Montes, F. (2015). How do small firms learn to develop a social media competence? International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2015.04.003
Google Scholar

Brodie, R. J., Winklhofer, H., Coviello, N. E., & Johnston, W. J. (2007). Is e-marketing coming of age? An examination of the penetration of e-marketing and firm performance. Journal of Interactive Marketing. https://doi.org/10.1002/dir.20071
Google Scholar

Chong, W. K., Shafaghi, M., Woollaston, C., & Lui, V. (2010). B2B e-marketplace: An e-marketing framework for B2B commerce. Marketing Intelligence and Planning. https://doi.org/10.1108/02634501011041444
Google Scholar

Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing. https://doi.org/10.1002/dir.1020
Google Scholar

Dabholkar, P. . (1994). “Technology – based Service Delivery” In Schwarty, T.A., Bowen, D.E., and Wrown, S.W. (Eds), Advances In Services Marketing and Management Reseach and Practice. Greenwich: JAI Press.

Day, G. S., & Bens, K. J. (2005). Capitalizing on the internet opportunity. Journal of Business & Industrial Marketing. https://doi.org/10.1108/08858620510603837

Drennan, J., & McColl-Kennedy, J. R. (2003). The relationship between Internet use and perceived performance in retail and professional service firms. Journal of Services Marketing. https://doi.org/10.1108/08876040310474837
Google Scholar

European Comission. (2004). The European E – Business Report. Brussels: European Comission.

Farida, N., Naryoso, A., & Yuniawan, A. (2017). Model of Relationship Marketing and E-Commerce in Improving Marketing Performance of Batik SMEs. Jurnal Dinamika Manajemen. https://doi.org/10.15294/jdm.v8i1.10408
Google Scholar

Homburg, C., & Pflesser, C. (2000). A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes. Journal of Marketing Research. https://doi.org/10.1509/jmkr.37.4.449.18786

Jauhari, J. (2010). UPAYA PENGEMBANGAN USAHA KECIL DAN MENENGAH (UKM) DENGAN MEMANFAATKAN E-COMMERCE. Jurnal Sistem Informasi.
Google Scholar

Johne, A., & Storey, C. (1998). New service development: a review of the literature and annotated bibliography. European Journal of Marketing. https://doi.org/10.1108/03090569810204526
Google Scholar

Kohli, A. K., & Jaworski, B. J. (1990). Orientation : The Construct , Research Propositions Managerial Implications. Journal of Marketing.

Lovelock, C. (1995). Competing On Service: Technology and teamwork in supplementary services. Planning Review. https://doi.org/10.1108/eb054517
Google Scholar

Meliala, A. S., Matondang, N., & Sari, R. M. (2016). Strategi Peningkatan Daya Saing Usaha Kecil dan Menengah (UKM) Berbasis Kaizen. Jurnal Optimasi Sistem Industri. https://doi.org/10.25077/josi.v13.n2.p641-664.2014
Google Scholar

Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability The Effect of a Market Orientation on Business. Source: Journal of Marketing.
Google Scholar

Ogi, I., Massie, J., & Lapian, A. (2016). PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN PADA PT. BPR PRISMA DANA AMURANG. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi.

Sarastuti, D. (2017). Strategi Komunikasi Pemasaran Online Produk Busana Muslim Queenova. Visi Komunikasi.

Shaltoni, W., West, D., Alnawas, I., & Shatnawi, T. (2018). Electronic Marketing Orientation in the SMEs Context. European Business Review.

Sijabat, R. (2017). PENGUATAN KINERJA PEMASARAN MELALUI PENGEMBANGAN INOVASI DAN KREATIVITAS PROGRAM KERJA PADA WIRAUSAHA MUDA DI SEMARANG. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science). https://doi.org/10.14710/jspi.v16i1.26-42
Google Scholar

Srinivasan, R., Lilien, G. L., & Rangaswamy, A. (2002). Technological opportunism and radical technology adoption: An application to e-business. Journal of Marketing. https://doi.org/10.1509/jmkg.66.3.47.18508
Google Scholar

Wahyuningsih, S. (2009). Peranan UKM Dalam Perekonomian Indonesia. Mediagro.


Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.