Exploring Marketing Innovation on MSMEs in Indonesia: A Descriptive Study

Abstract

This research aims to describe the data by measuring the demographic survey of MSMEs in Indonesia with innovation. This study also explicitly explores the interactions between demographic data elements, especially gender with the most selected and used innovation in COVID-19 pandemic situation. Utilizing cross-sectional survey data from 300 Indonesian MSMEs owners, this study is empirically tested using descriptive analysis. Cross-tabulation is also used to examine demographic data elements, particularly those related to gender and marketing innovation. The descriptive analysis frequency data shows that marketing innovation has a greater impact on the performance of MSMEs during the COVID-19 pandemic than product innovation,, process innovation and organizational innovation. Additionally, this study's cross-tabulation of marketing innovation and gender shows that men tend to agree more on items MI2 and MI3 it’s because more flexible and convenient in distributing products especially during COVID-19 pandemic crisis and women tend to agree on MI1 it’s because women more active in social media than men. The findings show that demography, especially in gender, has an influence on the tendency to use marketing innovation decisions in COVID-19 pandemic situation. Therefore, the results of this study will increase our understanding of MSME performance and innovation. It also creates an understanding for MSMEs owners of gender based MSME enterprises in Indonesia.