Analisis Pengaruh E-Marketing terhadap Competitive Advantage Melalui Kinerja Marketing
DOI:
10.33395/owner.v4i1.218Keywords:
e-marketing, kemampuan inovasi produk, kinerja Marketing, comptetitive advantage.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.
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Published
2020-01-25
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Nurhayati, P. (2020). Analisis Pengaruh E-Marketing terhadap Competitive Advantage Melalui Kinerja Marketing. Owner : Riset Dan Jurnal Akuntansi, 4(1), 58-67. https://doi.org/10.33395/owner.v4i1.218
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