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Philadelphia, USA |
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* Scientific Article * Impact Factor 6.630 |
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Hendriani, S., Efni, Y., & Tiyasiningsih, E.
Strategies of small and medium industries in growing their business existence during the COVID 19 pandemic (survey on the apparel industry in pekanbaru city). |
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Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-12-104-85
DOI: https://dx.doi.org/10.15863/TAS.2021.12.104.85
Language: English
Citation: Hendriani, S., Efni, Y., & Tiyasiningsih, E. (2021). Strategies of small and medium industries in growing their business existence during the COVID 19 pandemic (survey on the apparel industry in pekanbaru city). ISJ Theoretical & Applied Science, 12 (104), 801-813. Soi: http://s-o-i.org/1.1/TAS-12-104-85 Doi: https://dx.doi.org/10.15863/TAS.2021.12.104.85 |
Pages: 801-813
Published: 30.12.2021
Abstract: This study seeks to investigate the influence of strategies executed by small and medium industries during the Covid-19 Pandemic in growing their business existence from a survey conducted to the apparel industries in Pekanbaru City. The population in this study were business actors in the apparel industry with 80 samples calculated using the Slovin formula. Multiple Regression using SPSS was used for data analysis. The results of this study highlight three important points. First, Product Innovation has a positive and significant influence on Business Existence. The respondent’s answers show that there is a lack of innovation even though they have tried to modify the product. The innovation could not attract the attention of consumers. Second, the Online Marketing System has a significant influence on Business Existence. Almost all business actors could not properly market their products online. Business actors cannot disseminate information on social media, poorly explain the quality of products produced to consumers, and have problems using online media. Third, Partner Development has a positive and significant influence on Business Existence. Business actors, on the other hand, are still unable to reach deals with their partners. The weakness is that the existing partnership is not based on a legal issue.
Key words: Business Existence, Product Innovation, Online Marketing System, Partner Development.
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