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

Authors

  • M Adhitya Nugraha Pratama Universitas Negeri Surabaya
  • Harti Universitas Negeri Surabaya
  • Hariyati Universitas Negeri Surabaya

Keywords:

Human Capital, Market Orientation, Digital Marketing Technology, Business Performance

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.

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Published

2021-06-08

How to Cite

Pratama, M. A. N., Harti, H., & Hariyati, H. (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, 20(1), 486–498. Retrieved from https://techniumscience.com/index.php/socialsciences/article/view/3388

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