Toward marketing performance through supply chain management and knowledge sharing during the Covid19

Abstract

The culinary business sector is the choice of the COVID-19 pandemic; Women entrepreneurs and the informal sector are looking for a foothold in the COVID-19 pandemic, which will lead women to develop creative businesses. This study examines the role of supply chain management in mediating the role of social capital and marketing performance, innovation on marketing performance, and the mediating role of sharing knowledge on marketing performance among women entrepreneurs in Bali. Purposive sampling is used in the sampling technique, with 229 samples used, the Structural Equation Modeling (SEM-PLS) analysis technique with SmartPLS for application processing. The results showed that in order to increase sales, retain customers and reach a high market, good quality products and services owned by the supply chain, from social networking relationships and knowledge sharing, are needed. However, the increase in marketing performance cannot increase even though women entrepreneurs have strong relationships.