A NEW PARADIGM: SMES MARKETING PERFORMANCE IMPROVEMENT MODEL

Wan Laura Hardilawati; Siti Hanifa Sandri; Nadia Fathurrahmi Lawita

doi:10.31955/mea.v4i2.363

Wan Laura Hardilawati Universitas Muhammadiyah Riau
Siti Hanifa Sandri Universitas Muhammadiyah Riau
Nadia Fathurrahmi Lawita Universitas Muhammadiyah Riau

DOI: https://doi.org/10.31955/mea.v4i2.363

Keywords: customer relationship marketing; innovation; e-commerce; marketing performance; SMEs

Abstract

This research aims to create a marketing performance improvement model that could help SME actors, particularly in the culinary field, so that they can have strategic steps that would help them run and develop their businesses. This research utilizes qualitative analysis which also employs a case study approach. The sample used in this research consists of 25 businesspersons in the culinary field. The data collection method is in the form of interviews. This research resulted in a marketing performance improvement model which consists of 8 strategic steps which encompass customer relations marketing, innovation, and e-commerce for SME actors. This model could serve as a basis for SME actors to continue improving their marketing performances, competitiveness, and their ability to maintain their businesses. For further research, an examination of the resulting model and its effects on SME actors is advised. Furthermore, research can be continued by examining SMEs in other fields.

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