IMPLEMENTATION OF SYARIAH MARKETING STRATEGIES AND INNOVATION TECHNOLOGY IN IMPROVING MSME MARKETING PERFORMANCE

Raihanah Daulay

Abstract


Research purposes This is For knowing the right marketing strategy in increase MSME performance supported by technology innovation in implementing efficient, effective and aligned strategies with principles sharia marketing. Research This involving 100 respondents MSME actors in Medan City who have operate more useful, halal business from One year with purposive sampling technique. Research method use approach quantitative with data analysis through analysis path in the PLS4 application. Test results show that marketing strategy influential significant to performance marketing, marketing strategy influential significant to technology innovation and technology innovation influential significant to performance marketing. In addition, technology innovation play a role as variables mediation between marketing strategy and performance Marketing of MSMEs in Medan City. Implications study confirm that MSMEs need increase Power competition products and businesses run with still hold sharia values such as honesty, transparency, usefulness, and avoid harmful practices from mutual efforts partner, so that can open greater market opportunities wide, providing sustainable welfare.

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DOI: https://doi.org/10.3059/insis.v0i0.29210

DOI (PDF): https://doi.org/10.3059/insis.v0i0.29210.g14964

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