PENINGKATAN KINERJA UMKM MELALUI KEPRIBADIAN DAN STRATEGI PEMASARAN DIMODERASI OLEH PENGGUNAAN TEKNOLOGI INFORMASI DITENGAH BADAI COVID-19

Elyas Albar, Munaing Munaing, Aswar Aswar
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Abstract

The aim of the study is to determine the contribution of personality and marketing strategies in improving THE performance of MSMEs, both directly and moderated by the Use of Information Technology. Quantifiative research method of an exploitatory approach where the variables of Personality, Marketing Strategy, Technology Use and MSME Performance. The population is MSMEs in Makassar, a sample of respondents of 100 MSME actors in the city of Makassar and a random sampling technique. Data collection by disseminating questionnaires, observations and documentation. Research questionnaire with Liker Scale tested for validity and reability.  Hypothesis testing was carried out using the Sem-PLS (partial least square) analysis technique. The results of this study show that the personality and marketing strategy variables have a positive and significant effect on the performance of MSME actors. Personality and Marketing Strategy have a positive and significant effect on the performance of MSMEs moderated by the use of Information Technology
在风暴COVID-19中使用信息技术降低了UMKM通过个性和营销策略的性能
本研究的目的是确定个性和营销策略在改善中小微企业绩效方面的贡献,无论是直接的还是通过信息技术的使用来调节的。以个性、营销策略、技术使用和中小微企业绩效为变量的定量研究方法。人口为望加锡的中小微企业,样本为望加锡市100名中小微企业行为者,采用随机抽样技术。通过散发问卷、观察和文件收集数据。研究问卷采用Liker量表进行效度和信度检验。假设检验采用Sem-PLS(偏最小二乘)分析技术。本研究结果表明,人格和营销策略变量对中小微企业行为者的绩效有显著的正向影响。个性和营销策略对信息技术调节的中小微企业绩效有显著的正向影响
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