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All Journal JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Studi Ilmu Manajemen dan Organisasi
Suliyanto Suliyanto
Universitas Jenderal Soedirman, Jawa Tengah, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

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Using Social Media Marketing to Improve Marketing Performance: The Role of Digital Customer-Centric Intimacy Capability Reza Rahmadi Hasibuan; Suliyanto Suliyanto; Weni Novandari
Studi Ilmu Manajemen dan Organisasi Vol 7 No 1 (2026): April
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v7i1.6325

Abstract

Purpose: This study clarifies the gap in research on the impact of social media marketing on marketing performance in the hospitality industry. This study advances the understanding of effective digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) in the aesthetic healthcare sector and offers practical recommendations for optimizing social media for better marketing results. Methodology: This study surveyed MSMEs in the aesthetic health services sector in Central Java. With a population of 288, a 5% margin of error required a minimum sample size of 155 respondents. Data were analyzed using the Validating a New Construct Test and Structural Equation Modeling (SEM). Results: This study explains the variations in previous research by identifying the mediating and moderating variables. Social media use, supported by digital customer-centric intimacy, improves the effectiveness of marketing. Conclusions: This study addresses the research gap by showing that differences in earlier findings can be explained by the mediating and moderating variables. These results offer a model that integrates previous research by including digital customer-centric intimacy capability as a mediating variable. Limitations: The rapidly changing digital landscape and evolving consumer behavior limit the generalizability of these findings to the present context. Future shifts in social media trends or consumption patterns may yield different results in the future. Contributions: This study extends dynamic capability theory by demonstrating that digital interactions generate new capabilities when organizations use social media to identify consumer needs, make informed decisions, and refine strategies.
Digitalization, Flexibility, and Supply Chain Resilience: Examining Their Impact on MSME Supply Chain Performance Budi Rahardjo; Suliyanto Suliyanto; Daryono Daryono
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 7 No 3 (2026): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v7i3.6346

Abstract

Purpose: This study aims to examine whether digitalisation mediates the relationship between supply chain resilience and MSME supply chain performance, and whether flexibility moderates this relationship. Research Methodology: A quantitative survey of 97 MSMEs in Magelang City was analysed using PLS-SEM (SmartPLS). Measurement validity and reliability were evaluated using standard criteria, and hypotheses were tested through bootstrapping. Results: The results show that supply chain resilience positively affects supply chain performance. Digitalization does not mediate the relationship between resilience and performance. However, flexibility significantly strengthens the effect of resilience on performance. Conclusions: Supply chain resilience is a key driver of MSME performance, and flexibility enhances its impact. Digitalization, however, does not function as a mediating mechanism in this context. Limitations: The study is limited to 97 MSMEs in one city, which may restrict generalizability. Contributions: This study contributes to the Resource-Based View (RBV) literature by clarifying the roles of resilience, digitalization, and flexibility in MSME supply chains. It also provides practical guidance for MSME managers and policymakers in improving supply chain performance.
Co-Authors Budi Rahardjo Daryono Daryono Reza Rahmadi Hasibuan Weni Novandari