THE IMPACT OF INTERNET MARKETING ON SUCCESS OF WOMEN MICRO, SMALL AND MEDIUM ENTERPRISES AND INNOVATION AS INTERVENING VARIABLE CASE STUDY: BUSINESS WOMEN IN MEDAN CITY
| Main Authors: | Sofiyah, Fifi Rahmatus, Dilham, Ami |
|---|---|
| Format: | Proceeding PeerReviewed Book |
| Bahasa: | ind |
| Subjects: | |
| Online Access: |
http://digilib.unimed.ac.id/29880/1/cover.pdf http://digilib.unimed.ac.id/29880/2/proceedings.pdf http://digilib.unimed.ac.id/29880/ http://aisteel2017.unimed.ac.id/wp-content/uploads/2018/03/36-39.pdf |
Daftar Isi:
- This study aims to see the role of Micro, Small and Medium Enterprises (MSMEs) in Medan City faces the challenges related to business development, especially in the utilization of the internet as a medium of modern marketing communication for women. This research uses associative and quantitative approach, using primary and secondary data. Data collection technique is done by interview, and observation with data analysis using path analysis. the results of this study indicate that there is a direct influence of internet marketing variables to variables women MSMEs success of 0.312 while the indirect influence of variables internet marketing to variables women MSMEs success of 0.467 so that the influence of internet marketing variables to variables women MSMEs success is indirect influence (0.467 > 0.312). It can be concluded that the variables of innovation mediate or as an intervening variable between internet marketing variables to the success variable of Women MSMEs.