PENGARUH KESIAPAN MODAL INFORMASI DAN ORIENTASI PASAR ONLINE TERHADAP KINERJA BISNIS UMKM KOTA MALANG

isnan murdiansyah, Moh Iqbal Firdiyasnah, Ari Prasetyo Hirmawan, Yuliati Yuliati

Abstract


This study examines the influence of information capital readiness and online market orientation on the business performance of MSMEs in Malang City. Primary data was obtained through questionnaires filled out by MSME respondents. The results of the analysis show that information capital readiness and online market orientation have a significant influence on MSME business performance. Information capital readiness affects business performance by utilizing and managing information effectively. Online market orientation helps to expand market reach and increase marketing efficiency. This study provides an understanding of the important factors in improving MSME business performance and emphasizes the role of information technology and online market orientation in MSME growth. The results of this study indicate that MSMEs need to have information capital readiness to manage transactional information, analyze data, and develop their businesses. . This research is the first to examine three factors, namely information capital readiness, online market orientation, and business performance in MSMEs in Malang City.


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