Masih Pentingkah Kemampuan Pemasaran Pada Era Media Sosial Pemasaran?

Alfian Budi Primanto, Ita Athia

Abstract


Abstract.  The marketing capability of MSMEs in utilizing social media as a strategic marketing channel is crucial to have. The purpose of this study was to understand the relationship of social media marketing usage on marketing performance with marketing capability play as mediation role. This study used Preacher Hayes with bootstrappingtechnique to analyze the direct and indirect effect within model. Purposive sampling used as sampling technique with sample size of 193 respondents. This study proved that there is significant direct relationship between social media marketing and marketing performance. Unfortunately, the direct and indirect relationship of marketing capability on marketing performance failed to prove in this study. The SMEs in this study tend to doubt their marketing capabilities both the ability to innovate or the ability to manage brands. Athought, they understand that the brand is an important asset and innovation is mandatory, but due to lack of confidence in the mastery of those capabilities makes them use social media only for basic features as a storefront.

 

Keywords: Social Media Marketng; Marketing Performance; Marketing Capability; Preacher-Hayes.

 

Abstrak.  Kemampuan pemasaran pelaku UMKM dalam memanfaatkan media sosial sebagai saluran pemasaran strategis sangat krusial untuk dimiliki. Penelitian ini bertujuan untuk mengetahui hubungan aktivitas pemasaran media sosial dan kinerja pemasaran melalui peran mediasi kemampuan pemasaran. Penelitian ini menggunakan Preacher Hayes dengan teknik bootstrapping dalam pengujian pengaruh langsung dan mediasi hipotesis penelitian. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dengan ukuran sampel sebanyak 193 responden. Penelitian ini menyimpulkan bahwa terdapat pengaruh antara aktivitas pemasaran media sosial terhadap kinerja pemasaran. Adapun, pengaruh kemampuan pemasaran baik secara langsung maupun perannya sebagai mediator aktivitas pemasaran media sosial terhadap kinerja pemasaran tidak terbukti dalam penelitian ini. Pelaku UMKM dalam penelitian ini cenderung ragu-ragu dengan kemampuan pemasaran yang dimilikinya baik kemampuan untuk berinovasi ataupun kemampuan pengelolaan merek. Mereka memahami bahwa merek merupakan aset yang penting dan inovasi adalah wajib namun dikarenakan kurangnya keyakinan dalam penguasaan kemampuan tersebut menyebabkan mereka hanya menggunakan media sosial dengan fitur dasar sebagai etalase produk untuk mencapai kinerja pemasaran yang telah ditetapkan.  

 

Kata kunci:  Pemasaran Media Sosial; Kinerja Pemasaran; Kemampuan Pemasaran; Preacher-Hayes.


Keywords


Social Media Marketng; Marketing Performance; Marketing Capability; Preacher-Hayes

Full Text:

PDF

References


Aisyah, M. N., Nugroho, M. A., & Sagoro, E. M. (2014). Pengaruh Technology Readiness Terhadap Penerimaan Teknologi Komputer Pada UMKM Di Yogyakarta. Jurnal Economia, 10(2), 105-119.

Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35-67.

Agustiningsih, G., Anindhita, W., & Arisanty, M. (2017). Mapping of Indonesian consumer behavior on social media-netnography study of online shopping behavior on social media for improving MSME in Indonesia. KnE Social Sciences, 312-320.

Brodie, R. J., Benson-Rea, M., & Medlin, C. J. (2017). Branding as a dynamic capability: Strategic advantage from integrating meanings with identification. Marketing Theory, 17(2), 183-199.

Chan, N. L., & Guillet, B. D. (2011). Investigation of social media marketing: how does the hotel industry in Hong Kong perform in marketing on social media websites?. Journal of Travel & Tourism Marketing, 28(4), 345-368.

Daugherty, P. J., Chen, H., Mattioda, D. D., & Grawe, S. J. (2009). Marketing/logistics relationships: influence on capabilities and performance. Journal of business logistics, 30(1), 1-18.

Dervitsiotis, K. N. (2010). Developing full-spectrum innovation capability for survival and success in the global economy. Total Quality Management, 21(2), 159-170.

Diana, L., Arifin, R., & Primanto, A. B. (2020). Pengaruh Kualitas Website, Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Shopee Dengan Kepercayaan Sebagai Variabel Intervening (Studi Kasus Pada Masyarakat Bumiayu Kota Malang). Jurnal Ilmiah Riset Manajemen, 9(05).

Faisal, R. F., & Rahmi, D. Y. (2019). Faktor-faktor yang Mempengaruhi Kinerja dan Peran Marketing Capability sebagai Pemediasi pada UKM Pengolahan Makanan. Jurnal Inspirasi Bisnis Dan Manajemen, 3(2), 145–160

Hendrayati, H., & Gaffar, V. (2016). Innovation and Marketing Performance of Womenpreneur in Fashion Industry in Indonesia. Procedia-Social and Behavioral Sciences, 219, 299-306.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing. MIT sloan management review, 54(1), 55.

Kusnindar, A. A. (2018). PEMANFAATAN E-COMMERCE PADA UMKM DI KABUPATEN PRINGSEWU. Jurnal Kelitbangan Bappeda Pringsewu, 3(2), 84-94.

Mandal, D., & McQueen, R. J. (2012). Extending UTAUT to explain social media adoption by microbusinesses. International Journal of Managing Information Technology, 4(4), 1.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.

Merrilees, B., Rundle-Thiele, S., & Lye, A. (2011). Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368-375.

Nath, P., Nachiappan, S., & Ramanathan, R. (2010). The impact of marketing capability, operations capability and diversification strategy on performance: A resource-based view. Industrial Marketing Management, 39(2), 317-329.

O'Sullivan, D., Abela, A. V., & Hutchinson, M. (2009). Marketing performance measurement and firm performance. European Journal of Marketing, 43(5/6), 843-862.

Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective. Procedia-Social and behavioral sciences, 150, 511-520.

Prassida, G. F., & Subriadi, A. P. (2015). Kontribusi Adopsi Teknologi Informasi Terhadap Kinerja Usaha Kecil Menengah di Indonesia, Studi Kasus: Bank Perkreditan Rakyat. SISFO, 5(3), 261-268.

Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior research methods, instruments, & computers, 36(4), 717-731.

Primanto, A. B., ABS, M. K., & Slamet, A. R. (2018). A Study of The Best Selling Smartphone in The Two Biggest Marketplace in Indonesia. Jurnal Terapan Manajemen Dan Bisnis, 4(1), 17-24.

Primanto, A. B., & Rahman, F. (2019). Perlukah pendampingan terhadap pelaku umkm dalam memanfaatkan media sosial sebagai saluran pemasaran strategis?. Jurnal Manajemen Industri dan Logistik, 3(2), 119-128.

Pyper, K., Doherty, A. M., Gounaris, S., & Wilson, A. (2019). Investigating international strategic brand management and export performance outcomes in the B2B context. International Marketing Review, 37(1), 98-129.

Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547-566.

Rinawati, H. S., & Sadewo, F. S. (2019). Pengembangan Model Kemitraan UMKM dengan Usaha Skala Sedang dan Besar di Jawa Timur Melalui Program Corporate Social Responsibility (CSR). Matra Pembaruan: Jurnal Inovasi Kebijakan, 3(2), 67-77.

Saunila, M. (2016). Performance measurement approach for innovation capability in SMEs. International Journal of Productivity and Performance Management, 65(2), 162-176.

Sok, P., O’Cass, A., & Sok, K. M. (2013). Achieving superior SME performance: Overarching role of marketing, innovation, and learning capabilities. Australasian Marketing Journal (AMJ), 21(3), 161-167.

Streiner, D. L. (2005). Finding our way: an introduction to path analysis. The Canadian Journal of Psychiatry, 50(2), 115-122.

Su, Z., Peng, J., Shen, H., & Xiao, T. (2013). Technological capability, marketing capability, and firm performance in turbulent conditions. Management and Organization Review, 9(1), 115-137.

Tajvidi, R., & Karami, A. (2017). The effect of social media on firm performance. Computers in Human Behavior, 105174.

Tikno, T., & Amelia, P. (2019). Hubungan Usia, Tingkat Pendidikan, Dan Gender Pemilik UMKM Terhadap Program UMKM Go Digital Di Kabupaten Gresik. TEKNOLOGIA, 1(2).

Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15-26.

Yu, W., Ramanathan, R., & Nath, P. (2017). Environmental pressures and performance: An analysis of the roles of environmental innovation strategy and marketing capability. Technological Forecasting and Social Change, 117, 160-169.




DOI: http://dx.doi.org/10.33603/jibm.v4i1.3357

Refbacks

  • There are currently no refbacks.


Jurnal Inspirasi Bisnis dan Manajemen is published by Lembaga Penelitian Universitas Swadaya Gunung Jati. This work is licensed under a Creative Commons Attribution-Sharealike 4.0.

View My Stats
execute(); ?>