CD Skripsi

Pengar Uh Orientasi Pasar, Keunggulan Bersaing Dan Digital Marketing Terhadap Kinerja Umkm (Studi Empiris Pada Kabupaten Pelalawan)

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ABSTRACT
The Covid-19 pandemic has been a global disaster. Many countries
choose lockdown policies, this pandemic causes job losses and increases poverty
rates. As a result of the economic downturn, several countries, including
Indonesia, are gradually implementing the "new normal" in order to boost the
economy's wheels. By considering the social dynamics towards the new normal
following the COVID19 pandemic, SMEs need to strengthen their business. This
requires a strategy that SMEs can survive and improve performance in the new
normal era.
The purpose of this study was to examine the effect of market orientation,
competitive advantage and digital marketing in improving MSME performance in
the new normal era. This research focuses on SMEs in Pelalawan Regency. The
population is 13,824. The data used is primary data, where respondents are given
a written questionnaire/question. Data analysis used multiple linear
regression. The test results on 50 questionnaires showed that all the instruments
used in this study were valid and reliable. The results of testing the research
hypothesis show that market orientation, competitive advantage and digital
marketing have a positive and significant impact on the performance of SMEs.
Keywords: SMES Performance, Market Orientation, Competitive Advantage,
Digital Marketing

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 03. 122 (0052)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis–Akuntansi., 2022

Deskripsi Fisik

ix, 79 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 03. 122 (0052)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Akuntansi

Info Detail Spesifik

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Pernyataan Tanggungjawab

Daus

Versi lain/terkait

Lampiran Berkas

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