Urgensi Pemanfaatan E-Marketing dan Self Directed Learning Dalam Meningkatkan Kinerja UMKM selama masa pandemi covid-19 di Kabupaten Boalemo

Authors

  • Hasmirati Hasmirati Universitas Ichsan Gorontalo
  • Hamsir Saleh Teknik Informatika FIKOM Universitas Ichsan Gorontalo
  • Alfin Akuba Prodi Manajemen FIKOM Universitas Ichsan Gorontalo

DOI:

https://doi.org/10.29408/jpek.v7i1.6830

Keywords:

E-Marketing, MSME Performance, Self Directed Learning

Abstract

This research was conducted to determine the effect of the Urgency of Using E-Marketing and Self Directed Learning in Improving MSME Performance during the Covid-19 pandemic in Boalemo Regency. Samples were taken using a purposive sampling technique, namely determining a sample based on certain criteria. This research uses quantitative methods. The data analysis technique used in this research is multiple linear regression analysis technique. The results obtained from this study are that the use of E-Marketing and Self Directed Learning together has a significant effect on MSME performance. of 0.000. Utilization of E-Marketing partially has a significant effect on MSME performance of 0.000. While Self Directed Learning partially has a significant effect on MSME performance of 0.001

Author Biography

Hasmirati Hasmirati, Universitas Ichsan Gorontalo

Manajemen

References

Abdul, M., Imran, K., Mohammed, A., Murtaza, M., & Farooque, U. (2016). E-marketing a boon for smes of Oman. International Journal of Applied Business and Economic Research, 14(1), 233–240.

Fachrunnisa, Z. H., & Putri, A. Z. (2022). Factors Affecting The Performance Of MSMEs In Purworejo Regency. Jurnal Multidisiplin Madani, 2(1), 383–398.

Haudi, Retno, E., Santamoko, R., Sisiawan, R., & Purwoko, D. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10, 217–224.

Humaira, I. (2018). Pada Pelaku Umkm Sentra Kerajinan Batik Kabupaten The Influence Of Financial Knowledge , Financial Attitude , And Personality Towards Financial Management Behavior On Small. Jurnal Nominal, 7(1), 96–110.

Lee, M., & Ie, M. (2019). Pengaruh Self Directed Learning Dan Adopsi E-Commerce Terhadap Kinerja Ukm Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, I(2), 290–296.

Oktaviani, L., Aldino, A. A., & Lestari, Y. T. (2022). Penerapan Digital Marketing Pada E-Commerce Untuk Meningkatkan Penjualan UMKM Marning. Jurnal Literasi, 2(1), 369–375.

Priyanto, H., Najib, M., & Septiani, S. (2020). Faktor Adopsi E-Marketing dan Pengaruhnya Terhadap Kinerja Pemasaran UKM Kuliner Kota Bogor. Jurnal Sistem Informasi Bisnis, 10(2), 235–244.

Priyatno, & Duwi. (2011). Buku Saku Analisis Yogyakarta. Statistik Data SPSS, Mediakom, Rahardja,.

Sugiyono. (2015). Metode Penelitian Pendekatan Kuantitatif dan Kualitatif dan R&D. Bandung: Alfabeta.

Tseng, C. C. (2013). Connecting self‐directed learning with entrepreneurial learning to entrepreneurial performance. International Journal of Entrepreneurial Behavior & Research, 7(6).

Downloads

Published

2023-06-05