PERSEPSI RISIKO COVID-19 DAN KINERJA PEMASARAN UMKM 4.0

Candra Kirana Hartuti Saputro, . (2020) PERSEPSI RISIKO COVID-19 DAN KINERJA PEMASARAN UMKM 4.0. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The purpose of this study is to analyze marketing performance through e-CRM with the perceived risk of covid-19 which can strengthen the effect of e-CRM. The case study quantitative method was used, with a research sample of 120 MSME 4.0 players in Banten province registered in e-commerce. The data analysis technique uses SmartPLS 3.0 with the results of e-CRM having a significant positive effect on the marketing performance of MSME 4.0. Where there is a 64.5% increase in the level of customer knowledge, information technology and customer orientation in e-CRM, marketing performance also increases. However, the perception of the risk of covid19 does not strengthen the significant influence of e-CRM on the marketing performance of MSME 4.0. Where there is a 14% decrease in the perception of the risk of covid-19 if the influence of e-CRM on marketing performance increases.

Item Type: Thesis (Tesis)
Additional Information: [No Panggil : 2010121038] [Pembimbing 1 : Miguna Astuti] [Pembimbing 2 : Faisal Marzuki] [Ketua Penguji : Alfatih S. Manggasabarani]
Uncontrolled Keywords: Covid-19 Risk Perception, Marketing Performance, e-CRM, digital MSME
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: Candra Kirana Hartuti Saputro
Date Deposited: 30 Jul 2022 03:42
Last Modified: 30 Jul 2022 03:42
URI: http://repository.upnvj.ac.id/id/eprint/18562

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