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

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dc.contributor.authorHermina, Nurul
dc.contributor.authorRendra, Amita
dc.contributor.authorRamadhan, Muhammad Gilang
dc.contributor.authorAlcacer, Juan
dc.contributor.authorSaudi, Mohd Haizam Mohd
dc.contributor.authorSinaga, Obsatar
dc.date.accessioned2021-02-19T09:57:45Z
dc.date.available2021-02-19T09:57:45Z
dc.date.issued2020
dc.description.abstractMSMEs 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.en_US
dc.identifier.issn0038-111X
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12680
dc.language.isoenen_US
dc.publisherSolid State Technology Volume: 63 Issue: 4en_US
dc.subjectCOVID-19en_US
dc.subjectConsumer Behavioren_US
dc.subjectMarketing Strategyen_US
dc.subjectCompetitive Strategyen_US
dc.subjectMarketing Performanceen_US
dc.subjectMSMEsen_US
dc.titleTHE INFLUENCE OF CONSUMER BEHAVIOR AND MARKETING STRATEGY TOWARDS MARKETING PERFORMANCE OF MSME IN WEST JAVA THROUGH COMPETITIVE STRATEGIES IN THE COVID-19 PANDEMIC BREAKen_US
dc.typeArticleen_US
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