STRATEGIES TO IMPROVE THE PERFORMANCE OF MSME’s IN KUNINGAN REGENCY

Authors

  • Wachjuni Wachjuni Universitas Kuningan, Jawa Barat
  • Winda Oktaviani Universitas Kuningan, Jawa Barat
  • Januar Habibi Mahsyar Universitas Kuningan, Jawa Barat

DOI:

https://doi.org/10.55324/josr.v3i2.1913

Keywords:

affiliate marketing, viral marketing, sales volume, sales performance

Abstract

This study examines the variables of Affiliate Marketing, Viral Marketing, Sales Volume, and Sales Performance. Conducted in Kuningan Regency, West Java, with a population of Micro, Small and Medium Enterprises (MSMEs) in the region, the number of research samples was 160. The type of research used is Quantitative Descriptive with Structural Equation Modelling (SEM) as the analysis model. The results showed a significant influence between Affiliate Marketing and Viral Marketing on Sales Volume. However, there is no significant influence between Affiliate Marketing and Sales Performance. In contrast, Viral Marketing is proven to have a significant influence on Sales Performance. In addition, Sales Volume is shown to have a significant influence on Sales Performance. The findings contribute to practical understanding for MSMEs and related parties in optimising marketing strategies, especially through SEM model analysis. This study also identifies the existence of indirect effects, showing that both Affiliate Marketing and Viral Marketing have an influence on Sales Performance through the intermediary variable of Sales Volume

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Published

2024-01-29

Issue

Vol. 3 No. 2 (2024): Journal of Social Research

Section

Articles

License

Copyright (c) 2024 Wachjuni Wachjuni, Winda Oktaviani, Januar Habibi Mahsyar

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Creative Commons License
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