The Impact of E-Commerce on the Marketing Performance of MSMEs During the Covid19 Pandemic Mediated by Competitive Advantage

DOI

10.2991/aebmr.k.210311.032How to use a DOI?

Keywords

e-commerce, competitive advantage, marketing performance, MSMEs

Abstract

This study aims to develop a basic theoretical model and a new empirical research model to resolve the conceptual controversy about the use of e-commerce in improving marketing performance through the concept of competitive advantage as a mediating variable. The competitive advantage variable that bridges e-commerce to the marketing performance of MSMEs in Purworejo Regency. The research instrument used was a questionnaire with as many as 100 MSMEs in Purworejo who already used e-commerce as respondents. This study uses SEM with the Amos analysis tool. This study results in findings that the use of e-commerce has an impact on improving the marketing performance of MSMEs, and these findings also indicate that competitive advantage has a role a mediating the effect of e-commerce on marketing performance during the Covid pandemic 19

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hesti Respatiningsih
PY  - 2021
DA  - 2021/03/13
TI  - The Impact of E-Commerce on the Marketing Performance of MSMEs During the Covid19 Pandemic Mediated by Competitive Advantage
BT  - Proceedings of the 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020)
PB  - Atlantis Press
SP  - 166
EP  - 169
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210311.032
DO  - 10.2991/aebmr.k.210311.032
ID  - Respatiningsih2021
ER  -