The Role of Information Communication and Technology in Supporting E-Marketing Strategy to Improve Marketing Performance Culinari SMEs

DOI

10.2991/aebmr.k.220701.041How to use a DOI?

Keywords

Culinary SMEs; Information Communication and Technology; E-Marketing Strategy; Marketing Performance

Abstract

The purpose of this study is to determine and analyze the effect of information technology and communication on marketing performance through e-marketing strategies. The focus of this research is on the culinary SMEs sector after the COVID-19 pandemic. The research method used a quantitative approach by obtaining data through surveys by distributing questionnaires to 183 respondents of culinary SMEs business actors. In this study, the validity and reliability tests were conducted as well. Technical analysis of data employed Structural Equation Modeling - Partial Least Square (PLS-SEM) using Warp PLS 3.0 P software. Based on the Path Coefficient Value, the influence of information technology and communication on e-marketing strategy had a value > t table that was 5.117. The effect of information technology and communication on marketing performance had a value > t table that was 23,402. The effect of e-marketing strategy on marketing performance had a value > t table that was 4,067. With t table at a significant level of 5%, it can be concluded that H1 was accepted, in which information communication and technology had a positive and significant effect on the e-marketing strategy. H2 was accepted which means that information communication and technology had a positive and significant effect on marketing performance. H3 was accepted which means the e-marketing strategy had a positive and significant effect on marketing performance.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Indri Ferdiani Suarna
AU  - Henny Hendrayati
AU  - Ratih Hurriyati
PY  - 2022
DA  - 2022/07/12
TI  - The Role of Information Communication and Technology in Supporting E-Marketing Strategy to Improve Marketing Performance Culinari SMEs
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 209
EP  - 215
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.041
DO  - 10.2991/aebmr.k.220701.041
ID  - Suarna2022
ER  -