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

Sofiyah, Fifi Rahmatus and Dilham, Ami 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. In: Proceedings of The 2nd Annual International Seminar on Transformative Education and Educational Leadership (AISTEEL), 16-17 Oktober 2017, Medan.

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Abstract

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.

Item Type: Conference or Workshop Item (Paper)
Keywords: internet marketing; women MSMEs; success
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
H Social Sciences > HF Commerce > HF5001 Business > HF5437 Purchasing. Selling. Sales personnel. Sales executives
H Social Sciences > HF Commerce > HF5001 Business > HF5469.7 Markets. Fairs
H Social Sciences > HF Commerce > HF5001 Business > HF5717 Business communication
Divisions: Program Pasca Sarjana
Depositing User: Mrs Catur Dedek Khadijah
Date Deposited: 19 Apr 2018 07:55
URI: http://digilib.unimed.ac.id/id/eprint/29880

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