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All Journal MABIS Kultivasi Aksara Pendas : Jurnah Ilmiah Pendidikan Dasar The Journal of Society and Media Dialektika: Jurnal Ekonomi dan Ilmu Sosial Journal of Pharmaceutical and Health Research International Journal of Engineering, Science and Information Technology Forum Bisnis dan Kewirausahaan Jurnal Media Akuntansi (MEDIASI) Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Takwil: Journal of Quran and Hadith Studies Jurnal Informatika Ekonomi Bisnis Journal of Social Science and Business Studies Sriwijaya Journal of Agribusiness and Biometrics in Agriculture Research Jurnal Intisabi ILKOMEDIA: Jurnal Ilmu Komputer dan Multimedia
Dewi Santika
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Journal : Dialektika: Jurnal Ekonomi dan Ilmu Sosial

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Pengaruh Social Media Marketing terhadap Kinerja Pemasaran Melalui Nilai Pelanggan (Studi kasus UMKM Kreatif di Kota Pontianak) Heng, Lie; Santika, Dewi
DIALEKTIKA: Jurnal Ekonomi dan Ilmu Sosial Vol 10 No 2 (2025): Dialektika: Jurnal Ekonomi dan Ilmu Sosial
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36636/dialektika.v10i2.6831

Abstract

The purpose of this research: (1) how social media marketing positively affects value creation capabilities, (2) how social media marketing has a positive effect on marketing performance, (3) how value creation capability positively affects marketing performance, and (4) how value creation capabilities mediate the relationship between social media marketing and marketing performance. The sample of this study amounted to 125 UMKM Kreatif actors in Pontianak. Sampling using non-probability sampling method and data collection method through questionnaire distribution. Researchers used the help of the Analysis of Moment Structure (AMOS) program version 24. This study found that social media marketing does not necessarily have a direct impact on improving marketing performance, social media marketing has an impact on value creation capabilities for customers, value creation capabilities affect marketing performance, and the mediating role of value creation capabilities that can drive the impact of social media marketing influence on improving marketing performance.
Co-Authors AA Sudharmawan, AA Aidillah, Elita Cucu Suherman Dewi Sartika, Diana Djatmika . Fatimah, Cut Febriana Louw Febriyeni, Febriyeni Indra Gunawan Intan Ratna Dewi Anjarsari Ira Restu Kurnia Isniar Hutapea Istiqoma, Istiqoma Junaidi, Yulian Kenamon, Mardiah Lauw Sun Hiong Lie Heng Mangatur Nababan, Mangatur Meiliana, Karwinda Mira Ariyanti Muhamad Najib Muhammad Gunawan Nono Mulyono Nopiani Indah Nurlatifah, Dila Oetomo, Dedy Setyo Randi, Randi Saladin, Hendry Sari, E Yunita Sari, Fifian Permata Sophia Salsabila Taqwa, M Ridhah Uci Julya Ningsih Yudha , Haris Sandi Zahmaya, Raudya Tuzahwa