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The effect of human capital, market orientation, and digital marketing technology on business performance in optical SMEs in East Java

Author

Listed:
  • M Adhitya Nugraha Pratama

    (Universitas Negeri Surabaya)

  • Harti

    (Universitas Negeri Surabaya)

  • Hariyati

    (Universitas Negeri Surabaya)

Abstract

This study aims to determine the effect of human capital, market orientation, and digital marketing technology on business performance in optics SMES in East Java. The type of this study used is descriptive study with a quantitative approach. The population in this study were the owners of optics SMES scattered in East Java with a sample of 96 respondents. The data collection techniques used in this study is questionnaires, documents. The data analysis technique used is multiple linear regression analysis using SPSS 26ver. The findings found that each of the independent variables included in this study human capital, market orientation, and digital marketing technology partially or simultaneously have positive and significant effect on business performance in optics SMES in East Java.

Suggested Citation

  • M Adhitya Nugraha Pratama & Harti & Hariyati, 2021. "The effect of human capital, market orientation, and digital marketing technology on business performance in optical SMEs in East Java," Technium Social Sciences Journal, Technium Science, vol. 20(1), pages 486-498, June.
    • Handle: RePEc:tec:journl:v:20:y:2021:i:1:p:486-498
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    References listed on IDEAS

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    1. , harmayani, 2021. "manajemen sumber daya manusia," OSF Preprints 2m8tk, Center for Open Science.
    2. , Adelia, 2021. "Manajemen Sumber Daya Manusia," OSF Preprints 8uevd, Center for Open Science.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Human Capital; Market Orientation; Digital Marketing Technology; Business Performance;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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