PERAN MEDIASI SOCIAL MEDIA MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP KINERJA PEMASARAN UMKM DI PROVINSI JAMBI

Herlina, Vivi and yacob, syahmardi and Johannes, Johannes and Edward, Edward (2023) PERAN MEDIASI SOCIAL MEDIA MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP KINERJA PEMASARAN UMKM DI PROVINSI JAMBI. S3 thesis, Universitas Jambi.

[img] Text (Disertasi Full)
Disertasi Full.pdf
Restricted to Repository staff only
Download (2MB)
[img] Text (Halaman Depan)
Halaman Judul Terbuka Disertasi an Vivi H.pdf
Download (83kB)
[img] Text (Persetujuan)
Persetujuan.pdf
Restricted to Repository staff only
Download (354kB)
[img] Text (Abstrac)
Abstrak.pdf
Download (224kB)
[img] Text (bab i)
bab i.pdf
Restricted to Repository staff only
Download (341kB)
[img] Text (bab vi)
bab vi.pdf
Download (319kB)
[img] Text (Daftar Pustaka)
daftra pustaka.pdf
Download (368kB)

Abstract

Penelitian ini bertujuan untuk membangun sebuah model bagi peningkatan kinerja pemasaran UMKM melalui orientasi kewirausahaan, orientasi pasar yang dimediasi oleh social media marketing dan customer engagement. Penelitian ini bersifat kuantitatif dengan metode analisis deskriptif dan verifikatif. Unit analisis yang dijadikan ialah pelaku UMKM di Provinsi Jambi. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 200 pelaku UMKM yang terdapat di Kota Sungai Penuh dan Kota Jambi. Analisis data menggunakan SEM-PLS dengan bantuan program SmartPLS versi 3.2.9. Hasil penelitian menemukan bahwa orientasi kewirausahaan dan orientasi pasar tidak berpengaruh signifikan terhadap kinerja pemasaran secara langsung. Namun, orientasi kewirausahaan dan orientasi pasar berpengaruh signifikan terhadap social media marketing dan juga customer engagement. Dengan demikian peran social media marketing dan customer engagement bersifat full mediasi. Oleh karena itu, penelitian ini membuktikan bahwa kinerja pemasaran UMKM dapat ditingkatkan dengan mengoptimalkan social media marketing dan customer engagement. Implikasi manajerial dari penelitian ini menunjukkan pentingnya peran media sosial untuk meningkatkan kinerja pemasaran supaya dapat bersaing dikancah nasional dan global. Kata kunci: Customer engagement, Kinerja pemasaran, Orientasi kewirausahaan, Orientasi pasar, Social media marketing The pupose of this study is to obtain a model to improve MSMEs' marketing performance through entrepreneurial orientation and market orientation mediated by social media marketing and customer engagement. This study is a quantitative research using descriptive analysis and verification methods. The analysis unit is MSME owners in Provinsi Jambi. The sample in this study was 200 MSME owners in Kota Sungai Penuh and Kota Jambi. Data analysis used SEM-PLS by using SmartPLS ver. 3.2.9. This study found that both entrepreneurial and market orientation were not significant in affecting marketing performance directly. Meanwhile, entrepreneurial and market orientation affected marketing performance significantly through social media marketing and customer engagement as the mediators. Hence, social media marketing and customer engagement are a complete mediation. Therefore, this study proves that MSMEs' marketing performance can be improved by optimizing social media marketing and customer engagement. So, the implication of this study shows that social media has a role for escalating marketing performance so that MSMEs can compete nationally and globally. Keywords: Customer engagement, Entrepreneurial orientation, Marketing performance, Market orientation, Social media marketing

Type: Thesis (S3)
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Herlina
Date Deposited: 06 Jul 2023 07:41
Last Modified: 06 Jul 2023 07:41
URI: https://repository.unja.ac.id/id/eprint/51619

Actions (login required)

View Item View Item
Repository Unja is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.