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KCI등재 학술저널

Marketing Performance and Big Data Use During the COVID-19 Pandemic: A Case Study of SMEs in Indonesia

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The outbreak of the COVID-19 pandemic, which began in 2020, had a significant impact on the economy and business activities worldwide. Large companies, as well as small businesses were affected, many of them had to scale down or divert their businesses, and some even had to stop. This extraordinary situation requires business people to make innovations and adjustments to survive during a pandemic. Entering the digital era, business players are helped by the ease of internet access, which will make it easier for SME players to get data from their consumers. Business actors can use this data to innovate and create new creations to improve business performance during this pandemic. This research aims to identify how small and medium enterprises can take advantage of Big Data to improve marketing performance through innovation and value creation. The research methodology used the in this research is quantitative method. The respondents are SME producers of food and beverage, with a total of 150 respondents. The results in the study indicate that all the proposed hypotheses are accepted. The most significant influence is found on the relationship of Big Data to value creation. The lowest effect was obtained from the relationship between Big Data and marketing performance through the mediation variable and innovation capability.

1. Introduction

2. Literature Review

3. Research Methodology

4. Results and Discussion

5. Conclusion

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