PENGARUH SINERGI PEMASARAN DAN SINERGI TEKNOLOGI TERHADAP KINERJA PRODUK BARU PADA ERA DAN POST PANDEMI

Authors

  • Muhafidhah Novie Universitas Nahdlatul Ulama Sidoarjo

Keywords:

marketing synergy, technology synergy, and new product performance

Abstract

This study aims to determine (1) the effect of marketing synergy and technology synergy on the performance of new products during the pandemic (2) the influence of technology synergy on the performance of new products during the pandemic (3) between marketing synergy and which technology synergy suggests a greater influence on new product performance. The sample in this study were MSME-based food and beverage businesses that are members of the Sidoarjo Food and Beverage Association. The research method used is quantitative research methods using SPSS 22 tools, as an analysis tool. The results of the analysis suggest that (1) marketing synergy can improve the performance of new products (2) technology synergy has a positive effect on the performance of new products (3) the results of the regression equation suggest that technology synergy has a greater influence than marketing synergy on the performance of new products.

Downloads

Published

2021-12-16

How to Cite

Novie, M. . (2021). PENGARUH SINERGI PEMASARAN DAN SINERGI TEKNOLOGI TERHADAP KINERJA PRODUK BARU PADA ERA DAN POST PANDEMI. GREENOMIKA, 2(1). Retrieved from https://journal.unusida.ac.id/index.php/gnk/article/view/489

Issue

Vol. 2 No. 1 (2020): GREENOMIKA

Section

Articles

License

Authors who publish with this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See the Effect of Open Access).