THE EFFECT OF PRODUCT INNOVATION, MARKETING STRATEGY ON MARKETING PERFORMANCE OF CULINARY MSMES IN BANDUNG DURING COVID-19

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dc.contributor.authorAnggraeni, Feti
dc.contributor.authorNadirman, Wogi Neotantia
dc.contributor.authorHermina, Nurul
dc.date.accessioned2021-02-15T07:32:49Z
dc.date.available2021-02-15T07:32:49Z
dc.date.issued2020
dc.description.abstractThe Covid-19 pandemic is an outbreak that occurs uncontrollably in almost all countries in the world. This pandemic not only caused a health crisis in the world but also had many impacts on various sectors, including the economic sector. Indonesia, which is dominated by the existence of Micro, Small and Medium Enterprises (MSMEs) as the heart of the national economy, is also seriously affected. Especially in the city of Bandung. Hundreds of culinary micro, small and medium enterprises (MSMEs) in Bandung were affected. This research was conducted as an effort to find effective strategies for the recovery of MSMEs. This study aims to examine more deeply whether product innovation and marketing strategies affect marketing performance at culinary MSMEs in the city of Bandung. This research was conducted using online survey data collection techniques. The results of the analysis found that product innovation and marketing strategies had a significant effect on increasing competitive strategies and through competitive strategies encouraged increased marketing performance at culinary MSMEs in West Java.en_US
dc.identifier.issn0038-111X
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12494
dc.language.isoenen_US
dc.publisherSolid State Technology Volume: 63 Issue: 4en_US
dc.subjectCovid-19en_US
dc.subjectProduct Innovationen_US
dc.subjectMarketing Strategyen_US
dc.subjectMarketing Performanceen_US
dc.subjectCulinary MSMEsen_US
dc.titleTHE EFFECT OF PRODUCT INNOVATION, MARKETING STRATEGY ON MARKETING PERFORMANCE OF CULINARY MSMES IN BANDUNG DURING COVID-19en_US
dc.typeArticleen_US
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