ACTORS AFFECTING MARKETING STRATEGY AND ITS IMPLICATIONS ON MARKETING PERFORMANCE IN INDUSTRY SMALL SHOES ENTERPRISES BANDUNG RAYA

Abstract

The business development of small and medium industry activists is inseparable from the application and utilization of information technology which encourages the creation of competitive businesses which can be seen from the effectiveness of the supporting systems. Most shoe entrepreneurs have not used a digital strategy so that it has an impact on marketing performance. The purpose of this study was to determine the factors that influence marketing strategies and their implications for marketing performance. This study used the snowball sampling method to 310 respondents who were analyzed using SEM (Structural Equation Modeling). The results showed that the factors affecting marketing strategy and their implications for performance. This study uses snowball sampling method to 310 respondents who analyzed using product innovation, business partnerships and market orientation affecting marketing performance through marketing strategies. Increased product innovation will ultimately provide benefits for small and medium enterprises (IKM) shoe activists in Bandung.