Browsing by Author "Ramadhan, Muhammad Gilang"

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    THE INFLUENCE OF CONSUMER BEHAVIOR AND MARKETING STRATEGY TOWARDS MARKETING PERFORMANCE OF MSME IN WEST JAVA THROUGH COMPETITIVE STRATEGIES IN THE COVID-19 PANDEMIC BREAK
    (Solid State Technology Volume: 63 Issue: 4, 2020) Hermina, Nurul; Rendra, Amita; Ramadhan, Muhammad Gilang; Alcacer, Juan; Saudi, Mohd Haizam Mohd; Sinaga, Obsatar
    MSMEs is as one of the pillars of the national economy came under enormous pressure during the COVID-19 Pandemic. Most of the MSMEs, especially those in West Java, felt a very heavy impact. Continuous and structured efforts are needed in encouraging the revival of MSMEs in the new normal era. This research was conducted as an effort to find effective strategies to sustain the revival of MSMEs. This objective is carried out by studying whether consumer behavior and marketing strategies affect marketing performance through increasing competitive strategies. This research was conducted using online survey data collection techniques. The results of the analysis found that consumer behavior and marketing strategies had a significant effect on increasing competitive strategies and through competitive strategies to encourage increased marketing performance of MSEs in West Java.