Direct And Indirect Effect Of Marketing Capabilities On The Performance Of MSMEs

Fikriah, Nur Laili, Ningtyas, Mega Noerman and Maksum, Ikhsan (2024) Direct And Indirect Effect Of Marketing Capabilities On The Performance Of MSMEs. Jurnal Ekonomi. ISSN 2580-4901

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Abstract

This research aims to determine whether the use of social media can improve marketing capabilities
and performance of MSMEs, marketing capabilities improve MSME performance and the mediating role of
marketing capabilities of the use of social media and MSME performance. The dimensions for measuring
social media use are marketing, relationships and services, information search, cost-effectiveness, and
Compatibility. The quantitative research approach involves 230 respondents who are MSME actors in
Indonesia. The hypothesis analysis method for this research uses the Partial Least Square-Structural Equation
Modeling (SEM-PLS) method. The findings of this research indicate that the use of the social media platforms
WhatsApp, Instagram, Facebook, TikTok, and Telegram, as well as the fifth dimension used to measure social
media use, also influences social media use. The results of marketing capability mediating between social
media use and MSME performance have a positive and mediating influence.

Item Type:	Journal Article
Keywords:	ocial Media Usage; Marketing Capabilities; Performance of MSMEs
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Ikhsan Maksum
Date Deposited:	31 Oct 2024 23:32

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