Pengaruh Adopsi E-marketing terhadap Kinerja Pemasaran UMKM Kuliner di Surakarta

Malika, Intan and , Prof. Dr. Anton Agus Setyawan, S.E, M.Si (2022) Pengaruh Adopsi E-marketing terhadap Kinerja Pemasaran UMKM Kuliner di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The analysis of this study regarding the influence of e-marketing adoption includes perceived usefulness, ease of use, external pressure and strategic intent on the marketing performance of culinary SMEs in Surakarta. The purpose of this study is to determinate the effect of perceived usefulness on marketing performance, to determine the effect of external pressure on marketing performance, to determine strategic intent on marketing performance. Studies conducted on culinary SMEs business actors. The samples taken in the study were 100 respondents. The analytical method used is validity test, reliability test,classical assumption test, multiple regression analysys, coefficient of determination test, f test and t test. Based on the results of the analysis found, it can be explained that perceived usefulness, ease of use, external pressure,strategic intent have a positive and significant influence on the marketing performance of culinary SMEs.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	e-marketing, kinerja pemasaran, UMKM
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	INTAN MALIKA
Date Deposited:	06 Feb 2023 06:19
Last Modified:	06 Feb 2023 06:19
URI:	http://eprints.ums.ac.id/id/eprint/108078

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