EXPLORING FACTORS THAT AFFECT MARKETING PERFORMANCE IN MSMES DURING THE COVID-19 PANDEMIC: A MIXED METHOD APPROACH

• Main Author: Rahmawati, Fauziyah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67826
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic that has occurred certainly has an impact on many aspects of life, including the economy of a country. In Indonesia, the impact of the COVID-19 pandemic is felt by all people, including MSME actors. This study aims to explore other factors that affect the performance of SMEs during the COVID-19 pandemic. This study also wants to see if there is a relationship between value cocreation and product innovation on the marketing performance of MSMEs during the COVID-19 pandemic. The data in this study were gathered from online questionnaires and secondary data. This study uses an explanatory sequential mixed method, which means that the first research was carried out using quantitative analysis and then continued using qualitative analysis. The result of this study is that value co-creation has a significant effect on product innovation but value cocreation does not significantly affect marketing performance in MSMEs during pandemic COVID-19. In addition, product innovation has a significant influence on marketing performance in MSMEs during pandemic COVID-19. From the qualitative analysis it was found that there are other factors that may have more influence on MSME performance during the COVID-19 pandemic, namely entrepreneurial commitment, digitization of MSMEs, and product quality. The results of this study also provide insight for MSME actors to determine the best way that can be chosen to survive during the pandemic. Further study may extend the proposed model in this study with other variables to enhance the predictive power. Keywords: COVID-19, Marketing performance, MSMEs, Product innovation, Value co-creation.