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The Effect of Information Technology on Marketing Performance in Small and Medium Enterprises (SMEs) that Export through Intermediaries

Journal: International Journal of Science and Research (IJSR) (Vol.10, No. 9)

Publication Date:

Authors : ; ;

Page : 1487-1494

Keywords : marketing orientation; entrepreneurial orientation; information technology; marketing performance; SMEs; Greater Malang;

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The goal of this study is to examine the role of information technology as a moderating variable for entrepreneurial and marketing orientation in SMEs that export through intermediaries. From May to June 2019, this study was conducted on registered exporting SMEs in the East Java Cooperatives Department in Greater Malang, East Java, Indonesia. This study used 50 exporting small and medium - sized businesses as samples. The analysis method used in this study is Partial Least Squares (PLS). The study's findings revealed that market orientation variables have a positive impact on both entrepreneurial orientation and marketing performance. The entrepreneurial orientation variable has no discernible effect on marketing performance. Market orientation does not affect information technology. Entrepreneurial orientation has a significant impact on information technology. Marketing performance is unaffected by information technology. Market orientation has no discernible impact on marketing performance via information technology. Through information technology, the variable of entrepreneurial orientation has no significant effect on marketing performance. These findings indicate that because SMEs rely on intermediaries to export their products, the variables of entrepreneurial orientation, market orientation, and information technology cannot be developed optimally to support marketing performance.

Last modified: 2022-02-15 18:43:29