Daud, Fauzan Yanuar and Danial, Deni Muhammad and Nurmala, Resa (2023) Analysis of Market Orientataion and Social Media Adoption on Marketing Perfomance. Management Studies and Entrepreneurship Journal, 5 (1). pp. 193-199. ISSN 2715-7911

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Abstract

This research was conducted with the aim of knowing how much influence market orientation and social media adoption on marketing performance at Coffee Shops in Sukabumi City. The research method used is descriptive and associative method with a quantitative approach. The population in this study are the owners and managers of coffee shops in the city of Sukabumi. This research was conducted by distributing online questionnaires to 34 respondents. Multiple linear regression analysis was used as a data analysis technique in this study with the help of data processing using SPSS version 26. The results of this study indicate that market orientation has a positive and significant effect on marketing performance, and social media adoption has a positive and significant effect on marketing performance. Keywords: Market orientation, social media adoption, marketing performance.

Item Type:	Article
Uncontrolled Keywords:	Market orientation, social media adoption, marketing performance
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HX Socialism. Communism. Anarchism
Divisions:	Fakultas Ilmu Sosial > Administrasi Bisnis
Depositing User:	Heriska Heriska
Date Deposited:	01 Jun 2024 15:32
Last Modified:	01 Jun 2024 15:32
URI:	http://eprints.ummi.ac.id/id/eprint/3575

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