The impact of marketing innovations and business plans on business sustainability during the COVID-19 pandemic

  • 845 Views
  • 570 Downloads

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License

During the COVID-19 pandemic, businesses experienced various challenges, resulting in economic decline. The pandemic also threatened their sustainability. Thus, business actors have to consider this condition seriously. This study aims to analyze the impact of marketing innovations and business plans on business sustainability during the COVID-19 pandemic. The paper used quantitative methods. The population included 689 micro and small enterprises affected by COVID-19 in Palu City, Indonesia. It involved 253 respondents as samples selected using the Slovin formula with an error rate of 5%. Data analysis consisted of descriptive statistical testing and multiple linear regression. The findings showed that marketing innovations and business plans significantly affected business sustainability during the COVID-19 pandemic both simultaneously and partially. Then, simultaneously, it was indicated by the value of Fcount > Ftable (10.615 > 3.031) at a significance alpha (α) of 0.05 or Sig. F < 0.05. The significance value of 0.000 is smaller than the alpha (α) significance of 0.05, meaning it is significant. Partially, the business plan variable showed that tcount was higher than ttable (2.780 > 1.650). The significance value was 0.006, which is smaller than the alpha (α) significance of 0.05, meaning it is significant. The marketing innovation variable showed that tcount was higher than ttable (3.878 > 1.650). The significance value obtained was 0.000, which is smaller than the alpha (α) significance of 0.05, meaning it is significant.

view full abstract hide full abstract
    • Figure 1. Research model
    • Table 1. Validity and reliability testing
    • Table 2. Descriptive statistics for business plans
    • Table 3. Descriptive statistics for marketing innovation
    • Table 4. Descriptive statistics for sustainability
    • Table 5. ANOVA
    • Table 6. Coefficients
    • Table 7. Problems, strategies, and actions during the pandemic
    • Conceptualization
      Zakiyah Zahara, Pricylia Chintya Dewi Buntuang
    • Data curation
      Zakiyah Zahara, Pricylia Chintya Dewi Buntuang
    • Formal Analysis
      Zakiyah Zahara
    • Funding acquisition
      Zakiyah Zahara, Muslimin Muslimin
    • Investigation
      Zakiyah Zahara, Muslimin Muslimin
    • Methodology
      Zakiyah Zahara, Muslimin Muslimin, Pricylia Chintya Dewi Buntuang
    • Project administration
      Zakiyah Zahara, Muslimin Muslimin
    • Supervision
      Zakiyah Zahara, Muslimin Muslimin, Pricylia Chintya Dewi Buntuang
    • Writing – original draft
      Zakiyah Zahara, Muslimin Muslimin
    • Resources
      Muslimin Muslimin
    • Software
      Muslimin Muslimin, Pricylia Chintya Dewi Buntuang
    • Validation
      Pricylia Chintya Dewi Buntuang
    • Visualization
      Pricylia Chintya Dewi Buntuang
    • Writing – review & editing
      Pricylia Chintya Dewi Buntuang