PENGARUH PENGGUNAAN MEDIA SOSIAL DAN PEMASARAN DIGITAL TERHADAP KINERJA UMKM
DOI:
https://doi.org/10.31849/jieb.v21i2.23686Keywords:
: penggunaan media sosial, pemasaran digital, kinerja UMKMAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan media sosial dan pemasaran digital terhadap kinerja Usaha Mikro, Kecil, dan Menengah (UMKM). Dengan menggunakan pendekatan kuantitatif, penelitian ini menguji dua hipotesis utama. Hasil analisis statistik menunjukkan bahwa penggunaan media sosial secara signifikan memengaruhi kinerja UMKM. Media sosial membantu meningkatkan efisiensi pemasaran, memperkuat hubungan dengan pelanggan, serta menurunkan biaya operasional, yang berdampak positif pada kinerja bisnis. Selain itu, pemasaran digital juga terbukti berpengaruh signifikan terhadap kinerja UMKM. Pemasaran digital memungkinkan UMKM memperluas jangkauan pasar, meningkatkan kesadaran dan loyalitas merek, serta memperkuat keterlibatan konsumen, sehingga mendorong pertumbuhan dan keberlanjutan bisnis. Penelitian ini menyimpulkan bahwa adopsi media sosial dan pemasaran digital secara efektif merupakan strategi penting bagi UMKM untuk meningkatkan daya saing dan kinerja bisnis.
Keywords: penggunaan media sosial, pemasaran digital, kinerja UMKM
References
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), 570-588.
Aksoy, H. (2017). How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)?. Technology in Society, 51, 133-141.
Biégas, S. (2018). Marketing Innovation Capacity and Firm Perfor-mance in Brazilian Clothing Industries. Rebrae, 11(3), 343-355.
Brem, A., Viardot, E., & Nylund, P. A. (2021). Implications of the coronavirus (COVID-19) outbreak for innovation: Which technologies will improve our lives?. Technological forecasting and social change, 163, 120451.
Bruce, E., Shurong, Z., Ying, D., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The effect of digital marketing adoption on SMEs sustainable growth: Empirical evidence from Ghana. Sustainability, 15(6), 4760.
Cao, Y., Ajjan, H., Hong, P., & Le, T. (2018). Using social media for competitive business outcomes: An empirical study of companies in China. Journal of Advances in Management Research, 15(2), 211-235.
Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. MIS quarterly, vii-xvi.
Drummond, C., McGrath, H., & O'Toole, T. (2023). Beyond the platform: Social media as a multi-faceted resource in value creation for entrepreneurial firms in a collaborative network. Journal of Business Research, 158, 113669.
Elfarmawi, W. (2019). Correlation between customer relationship management system usage, product innovation, and customer satisfaction. Foundations of Management, 11(1), 23-32.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review, 26(2), 106-121.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of business research, 71, 133-141.
Hidayanti, P., Simanjuntak, M., & Hasanah, N. (2023). Pengaruh Penggunaan Media Sosial Terhadap Kinerja Keuangan dan Non-Keuangan UMKM Kota Tangerang Selatan. IPB Repository.
Mingione, M., & Abratt, R. (2020). Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands. Journal of Marketing Management, 36(11-12), 981-1008.
Organisation for Economic Co-operation and Development, & Statistical Office of the European Communities. (2018). Oslo Manual 2018: guidelines for collecting, reporting and using data on innovation. OECD publishing.
Perren, R., & Kozinets, R. V. (2018). Lateral exchange markets: How social platforms operate in a networked economy. Journal of Marketing, 82(1), 20-36.
Pfeffer, J. (2003). Introduction to the classic edition. Pfeffer, J. and Salancik, GR, The External Control of organizations: A Resource Dependence Perspective (classic edition), Stanford University Press, Stanford, CA.
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review, 7, 25-41.
Riswanto, A., Rasto, R., Hendrayati, H., Saparudin, M., Abidin, A., & Eka, A. (2020). The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country. Management Science Letters, 10(9), 1947-1952.
Rodil, Ó., Vence, X., & del Carmen Sánchez, M. (2016). The relationship between innovation and export behaviour: The case of Galician firms. Technological Forecasting and Social Change, 113, 248-265.
Rusdi, R., Amiani, A., & Murjana, I. M. (2022). Pengaruh Media Sosial, E-Commerce, dan Website Terhadap Kinerja UMKM Pada UMKM Tenun di Lombok Tengah. Jurnal Econetica, 4(2), 81-92. https://doi.org/10.69503/econetica.v4i2.31
Sarstedt, M., Hair Jr, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian marketing journal, 27(3), 197-211.
Sawicki, A. (2016). Digital marketing. World Scientific News, (48), 82-88.
Susanto, P., Hoque, M. E., Shah, N. U., Candra, A. H., Hashim, N. M. H. N., & Abdullah, N. L. (2023). Entrepreneurial orientation and performance of SMEs: the roles of marketing capabilities and social media usage. Journal of Entrepreneurship in Emerging Economies, 15(2), 379-403.
Suyanto, S., & Kurniawan, T. A. (2019). Faktor yang mempengaruhi tingkat kepercayaan penggunaan fintech pada UMKM dengan menggunakan technology acceptance model (TAM). Akmenika: Jurnal Akuntansi Dan Manajemen, 16(1).
Aksoy, H. (2017). How do innovation culture, marketing innovation and product innovation affect the market performance of small and medium-sized enterprises (SMEs)?. Technology in Society, 51, 133-141.
Biégas, S. (2018). Marketing Innovation Capacity and Firm Perfor-mance in Brazilian Clothing Industries. Rebrae, 11(3), 343-355.
Brem, A., Viardot, E., & Nylund, P. A. (2021). Implications of the coronavirus (COVID-19) outbreak for innovation: Which technologies will improve our lives?. Technological forecasting and social change, 163, 120451.
Bruce, E., Shurong, Z., Ying, D., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The effect of digital marketing adoption on SMEs sustainable growth: Empirical evidence from Ghana. Sustainability, 15(6), 4760.
Cao, Y., Ajjan, H., Hong, P., & Le, T. (2018). Using social media for competitive business outcomes: An empirical study of companies in China. Journal of Advances in Management Research, 15(2), 211-235.
Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. MIS quarterly, vii-xvi.
Drummond, C., McGrath, H., & O'Toole, T. (2023). Beyond the platform: Social media as a multi-faceted resource in value creation for entrepreneurial firms in a collaborative network. Journal of Business Research, 158, 113669.
Elfarmawi, W. (2019). Correlation between customer relationship management system usage, product innovation, and customer satisfaction. Foundations of Management, 11(1), 23-32.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review, 26(2), 106-121.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of business research, 71, 133-141.
Hidayanti, P., Simanjuntak, M., & Hasanah, N. (2023). Pengaruh Penggunaan Media Sosial Terhadap Kinerja Keuangan dan Non-Keuangan UMKM Kota Tangerang Selatan. IPB Repository.
Mingione, M., & Abratt, R. (2020). Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands. Journal of Marketing Management, 36(11-12), 981-1008.
Organisation for Economic Co-operation and Development, & Statistical Office of the European Communities. (2018). Oslo Manual 2018: guidelines for collecting, reporting and using data on innovation. OECD publishing.
Perren, R., & Kozinets, R. V. (2018). Lateral exchange markets: How social platforms operate in a networked economy. Journal of Marketing, 82(1), 20-36.
Pfeffer, J. (2003). Introduction to the classic edition. Pfeffer, J. and Salancik, GR, The External Control of organizations: A Resource Dependence Perspective (classic edition), Stanford University Press, Stanford, CA.
Rahayu, R., & Day, J. (2017). E-commerce adoption by SMEs in developing countries: evidence from Indonesia. Eurasian Business Review, 7, 25-41.
Riswanto, A., Rasto, R., Hendrayati, H., Saparudin, M., Abidin, A., & Eka, A. (2020). The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country. Management Science Letters, 10(9), 1947-1952.
Rodil, Ó., Vence, X., & del Carmen Sánchez, M. (2016). The relationship between innovation and export behaviour: The case of Galician firms. Technological Forecasting and Social Change, 113, 248-265.
Rusdi, R., Amiani, A., & Murjana, I. M. (2022). Pengaruh Media Sosial, E-Commerce, dan Website Terhadap Kinerja UMKM Pada UMKM Tenun di Lombok Tengah. Jurnal Econetica, 4(2), 81-92. https://doi.org/10.69503/econetica.v4i2.31
Sarstedt, M., Hair Jr, J. F., Cheah, J. H., Becker, J. M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian marketing journal, 27(3), 197-211.
Sawicki, A. (2016). Digital marketing. World Scientific News, (48), 82-88.
Susanto, P., Hoque, M. E., Shah, N. U., Candra, A. H., Hashim, N. M. H. N., & Abdullah, N. L. (2023). Entrepreneurial orientation and performance of SMEs: the roles of marketing capabilities and social media usage. Journal of Entrepreneurship in Emerging Economies, 15(2), 379-403.
Suyanto, S., & Kurniawan, T. A. (2019). Faktor yang mempengaruhi tingkat kepercayaan penggunaan fintech pada UMKM dengan menggunakan technology acceptance model (TAM). Akmenika: Jurnal Akuntansi Dan Manajemen, 16(1).
This work is licensed under a Attribution 4.0 International (CC BY 4.0) 