The role of information communication and technology (ICT) in support E-marketing strategy to improve marketing performance Culinary SMEs
indri ferdiani suarna-Ratih Huriyyati-Heni Hendrayati

Universitas Pendidikan Indonesia

Abstract

Amid the trend of the digital economy and the new normal era, SMEs actors need to be able to adapt to keep their business going amid a pandemic. One of these things can be achieved by moving offline sales to online. A fast communication system with customers will make it easier for customers to meet the needs they need. In increasing the productivity and efficiency of SMEs through the use of information and communication technology, it is hoped that synergies will be generated in the development of the e-marketing strategy. The aim of this study is to find out how big the role of information and communication technology is for the e-marketing strategy in improving the marketing performance of culinary SMEs. The method used is Structural Equation Modeling (SEM) with Partial Least Square Approach using the Smart PLS 3.0 program. The results of this study show that information and communication technology has a positive and significant influence on the e-marketing strategy (H1), while information and communication technology has a positive and significant influence on marketing performance (H2) e-marketing strategy has a positive and significant influence on marketing performance (H3). It is known from the results of the study that the impact of the increasing number of SMEs, which advances and developments in communication and information technology use in the e-marketing strategy, will increase the profitability of SMEs

Keywords: culinary SMEs, information and communication technology, e-marketing strategy, marketing performance

Topic: Marketing Management