THE ROLE OF BUSINESS MODEL INNOVATION IN MEDIATING BUSINESS PARTNERS IN IMPROVING THE MARKETING PERFORMANCE OF SMALL TO MEDIUM ENTERPRISES Nina Fapari Arif (a*), Muhammad Ridwan(b), Siti Khusnul Rifani (c), Riria Zendy Mirahati (d
a, b, c) Department of Management, Faculty of Economics and Business
d) metallurgical engineering study programmining engineering departmentfaculty of mineral technology
Abstract
The method that will be used in this research is a quantitative method with model testing and descriptive analysis based on the statistical results that have been tested. The benefits of this research provide insight into a new method approach for measuring SME marketing performance in the aspects of Customer Tech Savviness, Business Partner and Business Model Innovation. The findings of this research provide implications for practitioners regarding the development of marketing strategies. The rapid development of digital technology provides broad possibilities for businesses with e-commerce systems to innovate business models (Business Model Innovation), increase competition between businesses in an effort to create new value in the market so that have a competitive advantage. The results of this research offer a strategic perspective for practitioners and society in general. The developments that occur require SME business actors to be able to be technologically literate in carrying out business expansion. Expansion of Small and Medium Enterprises (SMEs) with the adoption of e-commerce has been proven to increase productivity.
Keywords: Business Model Innovation, Improving the Marketing Performance, SMES
