FAKTOR YANG MEMPENGARUHI KINERJA PEMASARAN PADA UMKM DI KOTA DEPOK

Abstract

The use of information and communication technology is driving the acceleration of marketing change, namely marketing using social media platforms, e-commerce, and the other platforms. The research objective is to find out the factors that influence marketing performance This research uses primary data, with a purposive sampling technique, a sample of 100 respondents. The sample in this research is MSMEs in the city of Depok wich have used social media and market place in their marketing. Research data wash tested using research instrument quality testing and hypothesis testing (t-test). The research results show that e-commerce, social media and innovation have an influence on marketing performance of MSMEs in Depok City