Improving Marketing Performance of Small-Medium Enterprises of Food Stall by Innovation on Online Orders
Abstract
The food and beverage industry should be excellent for small-medium enterprises (SMEs) in Indonesia. The digital economy that has swiftly entered the SMEs in Indonesia has also become a new driver for the economy. Digital companies have made innovations to take advantage of the potential market of SMEs. This article brings an insight into how SMEs can benefit from leveraging the creative work of digital companies. Specifically, this study investigated the effect of online market orientation, online service innovation, and online service creativity on the marketing performance of SMEs of food stalls. Data were collected by distributing questionnaires to SME owners, which were the samples for this study. Multiple linear regression tested the influence of online market orientation, online service innovation, and online service creativity variables on the marketing performance of processed food SMEs. The results showed that most SMEs ran their business for less than three years, but they have an online sales turnover of less than IDR 10 million per month. The multiple linear regression analysis results showed that online market orientation variables, online service innovation, and online service creativity created by digital companies affected the marketing performance of SMEs. This research provided novelty in digital companies’ creative innovations for food stall SMEs' marketing performance.
Keywords: digital company, food stall, marketing performance, partnership.
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