Pengaruh Kapasitas Pemasaran Media Sosial Terhadap Kinerja Keuangan UMKM: Peran Dari Hubungan Konsumen

Ira Siti Sarah; Ivon Sandya Sari Putri; Ridha Azka Raga; Husna Putri Pertiwi; Iklima Farhani

doi:10.29407/nusamba.v8i2.19950

Authors

Ira Siti Sarah Jurusan Administrasi Niaga, Politeknik Negeri Bandung
Ivon Sandya Sari Putri Jurusan Administrasi Niaga, Politeknik Negeri Bandung
Ridha Azka Raga Program Studi Perpajakan, Jurusan Administrasi, Fakultas Hukum, Sosial dan Ilmu Politik, Universitas Terbuka
Husna Putri Pertiwi Program Studi Perpajakan, Jurusan Administrasi, Fakultas Hukum, Sosial dan Ilmu Politik, Universitas Terbuka
Iklima Farhani Jurusan Administrasi Niaga, Politeknik Negeri Bandung

DOI:

https://doi.org/10.29407/nusamba.v8i2.19950

Keywords:

customer relationship, MSMEs performance, social media marketing

Abstract

Research aim: Determine the effect of social media marketing capacity on business performance in MSMEs, especially in West Java

Design/Methode/Approach: The research was conducted using a quantitative descriptive approach by collecting primary data through questionnaires to 150 MSME players in West Java, however, only 149 questionnaires were returned in full and could be analyzed further using the SEM-PLS test

Research Finding: This study found that financial performance in MSMEs in West Java is influenced by social media marketing capacity through consumer relationships as a partial mediator

Theoretical contribution/Originality: The implementation of social media marketing, social media marketing communications, and product development through social media has been proven to have a positive and significant effect on consumer relations and has been proven to have a positive and significant effect on financial performance through consumer relations as a partial mediator

Practitioner/Policy implication: Proper social media marketing strategy planning and effective implementation are needed to improve the performance of MSMEs, especially in the West Java area which is the focus of this study

Research limitation: This research specifically only examines MSMEs in West Java

Downloads

Download data is not yet available.

References

H. E. Akoglu and O. Özbek, "The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers," Asia Pacific Journal of Marketing and Logistics., 2021.

V. Dženopoljac, S. Janoševic and N. Bontis, "Intellectual capital and financial performance in the Serbian ICT industry," Journal of Intellectual Capital, vol. 17, no. 2, pp. 373-396, 2016.

Haudi, W. Handayani, Musnaini, Y. T. Suyoto, T. Prasetio, E. Pital-Oka, H. Wijoyo, H. Yonata, I. R. Koho and Y. Cahyono, "The effect of social media marketing on brand trust, brand equity and brand loyalty," International Journal of Data and Network Science, vol. 6, no. 3, pp. 961-972, 2022.

U. K. Suganda, T. Asmala and M. D. Prihadi, "The Role of Social Media Adoption and Dynamic Capabilities to Boost SMEs Performance: A Moderated Analysis," Wiga : Jurnal Penelitian Ilmu Ekonomi, vol. 12, no. 3, p. 177–188, 2022.

P. Tarsakoo dan P. Charoensukmongkol, “Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand,” JOURNAL OF ASIA BUSINESS STUDIE, vol. 14, no. 4, pp. 441-461, 2020.

Y. K. Dwivedi, E. Ismagilova, D. L. Hughes, J. Carlson, R. Filieri, J. Jacobson and Y. . . . Wang, "Setting the future of digital and social media marketing research: perspectives and research propositions," International Journal of Information Management, vol. 59, pp. 102-168, 2020.

R. S. Ebrahim, "The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty," Journal of Relationship Marketing, vol. 19, no. 4, pp. 287-308, 2020.

İ. E. Erdoğmuş and M. Cicek, "The impact of social media marketing on brand loyalty," Procedia-Social and Behavioral Sciences, vol. 58, pp. 1353-1360, 2012.

M. Y. Kang and B. Park, "Sustainable corporate social media marketing based on message structural features: firm size plays a significant role as a moderator," vol. 10, no. 4, 2018.

T. S. Patma, L. W. Wardana, A. Wibowo, B. S. Narmaditya and F. Akbarina, "The Impact of Social Media Marketing for Indonesian SMEs Sustainability: Lesson from Covid-19 pandemic," Cogent Business & Management, vol. 8, no. 1, 2021.

P. Charoensukmongkol and P. Sasatanun, "Social media use for CRM and business performance satisfaction: the moderating roles of social skills and social media sales intensity," Asia Pacific Management Review, vol. 21, no. 1, pp. 25-34, 2017.

I. Farhani and H. Chaniago, "Faktor Penentu Transformasi Digital UMKM: Bukti dari Indonesia," in Prosiding The 12th Industrial Research Workshop and National Seminar, Bandung, 2021.

Sindonews.com, "5 Kota yang Paling Banyak Belanja Online, Jakarta Posisi Berapa?," 23 Februari 2022. [Online]. Available: https://lifestyle.sindonews.com/read/694283/166/5-kota-yang-paling-banyak-belanja-online-jakarta-posisi-berapa-1645592567?showpage=all.

Katadata.co.id, "Jumlah UMKM di Indonesia Sepanjang 2022, Provinsi Mana Terbanyak?," 2 Februari 2023. [Online]. Available: https://databoks.katadata.co.id/datapublish/2023/02/02/jumlah-umkm-di-indonesia-sepanjang-2022-provinsi-mana-terbanyak.

I. Bernarto, M. P. Berlianto, Y. F. C. Palupi, M. Meilani, R. R. Masman and I. N. Suryawan, "The influence of brand awareness, brand image, and brand trust on brand loyalty," Jurnal Manajemen, vol. 3, no. 2, pp. 23-28, 2020.

S. Bandyopadhyay, "How a Cost-E How a Cost-Effective Social Media Plan Can Mak e Social Media Plan Can Make a Diff e a Difference," Journal of the Indiana Academy of the Social, vol. 19, no. 1, 2016.

A. O’Cass, L. Ngo and V. Siahtiri, "Examining the marketing planning–marketing capability interface and customer-centric performance in SMEs," Journal of Strategic Marketing, vol. 20, no. 6, pp. 463-481, 2012.

E. S. Soegoto and A. T. Utomo, "Marketing Strategy Through Social Media," in IOP Conference Series: Materials Science and Engineering, 2019.

F. Li, J. Larimo and L. C. Leonidou, "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, 2020.

T. Tuten and M. Solomon, "Social Media Marketing," Prentice Hall, NJ, 2013.

S. S. Abed, Y. K. Dwivedi and M. D. Williams, "Social media as a bridge to e-commerce adoption in SMEs: A systematic literature review," The Marketing Review, vol. 15, no. 1, p. 39–57, 2015.

D. Fatihudin, S. Jusni and M. M., "How Measuring Financial Performance," International Journal of Civil Engineering and Technology, vol. 9, no. 6, pp. 553-557, 2018.

S. Chatterjee and A. K. Kar, "Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India," International Journal of Information Management, vol. 53, pp. 102-103, 2020.

H. Musa, N. Ab Rahim, F. R. Azmi, A. S. Shibghatullah and N. A. Othman, "Social media marketing and online small and medium enterprises performance: Perspective of Malaysian small and medium enterprises," International Review of Management and Marketing, vol. 6, no. 7, pp. 1-5, 2016.

D. S. Budiarto, M. Islamiyati and M. A. Prabowo, "The Correlation of Business Creativity and Social Media with MSMEs Entrepreneurial Performance," AKRUAL: Jurnal Akuntansi, vol. 12, no. 2, pp. 132-142, 2021.

S. Tripopsakul, "Social media adoption as a business platform: An integrated TAM-TOE framework," Polish Journal of Management Studies, vol. 18, no. 2, p. 350–362, 2018.

N. Jones, R. Borgman and E. Ulusoy, " Impact of social media on small businesses," Journal of small business and enterprise development, vol. 22, no. 4, pp. 611-632, 2015.

K. K. Ningrum and R. Roostika, "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), vol. 10, no. 5, pp. 34-45, 2021.

P. Harrigan, G. Soutar, M. M. Choudhury and M. Lowe, "Modelling CRM in a social media age," Australasian Marketing Journal, vol. 23, no. 1, p. 27–37, 2015.

J. Hair, G. Hult, C. Ringle and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), United States of America: SAGE Publications, 2017.

D. Suhartanto, Analisis Data untuk Riset Bisnis: SPSS, AMOS, PLS (2 ed), Bandung: Penerbit POLBAN, 2020.

K. Trainor, J. Andzulis, A. Rapp and R. Agnihotri, "Social media technology usage and customer relationship performance: a capabilities-based examination of social CRM," Journal of Business Research, vol. 67, no. 6, pp. 1201-1208, 2014.

P. Sasatanun and P. Charoensukmongkol, "Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises," International Journal of Technoentrepreneurship, vol. 3, no. 2, pp. 127-149, 2016.

A. Canhoto, M. Clark and P. Fennemore, "Emerging segmentation practices in the age of the social customer," Journal of Strategic Marketing, vol. 21, no. 5, pp. 413-428, 2013.

Y. Bilgin, "The effect of social media marketing activities on brand awareness, brand image and brand loyalty," Business & Management Studies: An International Journal, vol. 6, no. 1, pp. 128-148, 2018.

H. Nobre and D. Silva, "Social network marketing strategy and SME strategy benefits," Journal of Transnational Management, vol. 19, no. 2, pp. 138-151, 2014.

F. Sutjiono and J. Tarigan, "Pengaruh Customer Satisfaction terhadap Financial Performance melalui Customer Loyalty dan Customer Advocacy pada Perusahaan berbagai Sektor di Indonesia," Business Accounting Review, vol. 4, no. 2, 2016.

J. Syaifullah, M. Syaifudin, M. U. Sukendar and J. Junaedi, "Social Media Marketing and Business Performance of MSMEs During the COVID-19 Pandemic," The Journal of Asian Finance, Economics and Business, vol. 18, no. 2, pp. 523-531, 2021.

V. Gaffar, T. Koeswandi and U. Suhud, "HAS THE COVID-19 PANDEMIC ACCELERATED THE DIGITAL TRANSFORMATION OF MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES IN INDONESIA?," TEORIJA IN PRAKSA, vol. 59, no. 3, pp. 729-744, 2022.

K. Nurjaman, "MSMEs Marketing Strategy with the Use of Social-Media in the COVID-19 Pandemic Era," International Journal of Science and Society, vol. 3, no. 4, p. 203–211, 2021.