PENGARUH KOMPETENSI MENGGUNAKAN IT DAN KOMUNIKASI PEMASARAN TERHADAP KEUNGGULAN BERSAING E-COMMERCE BISNIS UMKM FASHION (Studi Kasus UMKM Jakarta Barat dan Tangerang Selatan)

Abstract

This study about marketing and production of fashion. The purpose of this study is to know
influence competence use information technology and marketing communications
companies to competitive advantage e-commerce business UMKM fashion (case study
UMKM West Jakarta and South Tangerang). This research subject is person UMKM West
Jakarta and South Tangerang. The sample used in this study is 125 respondents. Making
techniques sample use convenience sampling. Therefore, the analysis of the data used
analysis statistic in the form of SEM PLS. Research this study show that the competence
use information technology significant effect competitive advantage and marketing
communications significant effect competitive advantage.