Meningkatkan Kinerja Pemasaran Pada UMKM Di Masa New Normal

Abstract

This study aims to analyze in particular the effect of product prices, Customer Relationships, and Information Systems on marketing performance at Culinary MSMEs in Kuningan City. Sources of data used in this study is primary data. as many as 105 Culinary MSME actors were taken as samples using non-random sampling with the type of census. The data analysis technique used Structural Equation Modeling (SEM) with the help of AMOS 22 software. The results showed that product perceptions and information systems had an effect on customer satisfaction. Meanwhile, customer relationship has no effect on customer satisfaction. Customer satisfaction has a positive effect on marketing performance. To improve the marketing performance of MSMEs in the New Normal period, the most important factor is that MSMEs must be able to increase customer satisfaction and attract new customers to become customers by implementing good customer relationships, setting competitive prices and utilizing information systems in managing their business