The Effect of Product Innovation, Marketing Strategy on Marketing Performance of Culinary MSMEs in Bandung During Covid-19

Abstract

The Covid-19 pandemic is an outbreak that occurs uncontrollably in almost all countries in the
world. This pandemic not only caused a health crisis in the world but also had many impacts on
various sectors, including the economic sector. Indonesia, which is dominated by the existence of
Micro, Small and Medium Enterprises (MSMEs) as the heart of the national economy, is also
seriously affected. Especially in the city of Bandung. Hundreds of culinary micro, small and
medium enterprises (MSMEs) in Bandung were affected. This research was conducted as an
effort to find effective strategies for the recovery of MSMEs. This study aims to examine more
deeply whether product innovation and marketing strategies affect marketing performance at
culinary MSMEs in the city of Bandung. This research was conducted using online survey data
collection techniques. The results of the analysis found that product innovation and marketing
strategies had a significant effect on increasing competitive strategies and through competitive
strategies encouraged increased marketing performance at culinary MSMEs in West Java.