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All Journal Jurnal Ekonomi IQTISHODUNA Jurnal Ekonomi Modernisasi Jurnal Manajemen Teori dan Terapan JABE (Journal of Accounting and Business Education) Jurnal Dimensi Jurnal Akuntansi Aktual Jurnal Penelitian Teori & Terapan Akuntansi (PETA) DIJB (Diponegoro International Journal of Business) Jurnal Riset dan Aplikasi: Akuntansi dan Manajemen IMANENSI: Jurnal Ekonomi, Manajemen dan Akuntansi Islam EkBis: Jurnal Ekonomi dan Bisnis Dialektika: Jurnal Ekonomi dan Ilmu Sosial Jurnal Ecogen Journal of Islamic Economic and Business Research Telaah Bisnis Riset Akuntansi (RISTANSI) Indonesian Community Journal Jurnal Pengabdian Masyarakat Akademisi Maliki Islamic Economics Journal Jurnal Riset dan Aplikasi: Akuntansi dan Manajemen IIJSE Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
Mega Noerman Ningtyas
Universitas Islam Negeri Maulana Malik Ibrahim Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Jurnal Ekonomi

 1 
Direct And Indirect Effect Of Marketing Capabilities On The Performance Of MSMEs Nur Laili Fikriah; Mega Noerman Ningtyas; Ikhsan Maksum
Jurnal Ekonomi Vol. 29 No. 2 (2024): July 2024
Publisher : Fakultas Ekonom dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/je.v29i2.2336

Abstract

This research aims to determine whether the use of social media can improve marketing capabilities and performance of MSMEs, marketing capabilities improve MSME performance and the mediating role of marketing capabilities of the use of social media and MSME performance. The dimensions for measuring social media use are marketing, relationships and services, information search, cost-effectiveness, and Compatibility. The quantitative research approach involves 230 respondents who are MSME actors in Indonesia. The hypothesis analysis method for this research uses the Partial Least Square-Structural Equation Modeling (SEM-PLS) method. The findings of this research indicate that the use of the social media platforms WhatsApp, Instagram, Facebook, TikTok, and Telegram, as well as the fifth dimension used to measure social media use, also influences social media use. The results of marketing capability mediating between social media use and MSME performance have a positive and mediating influence.
Co-Authors Abdullah Afif Misbahuddin Agustina, Ike Dwi Al Qoriana, Viaulia Amelindha Vania Ayub Wijayati Sapta Pradana Budianto, Eka Wahyu Hestya Dyah Febriantina Istiqomah Eka Wahyu Hestya Budianto Fadilla Cahyaningtyas Fikriyatul Azizah Su’ud Ike Dwi Agustina Ikhsan Maksum Islamiah, Diniyatul Kholilah Kholilah Kurniawati Meylianingrum Larasati Widianto Putri Lestari, Nimas Dewi Lutfi Ardhani Maretha Ika Prajawati Mihardjo, Raynald Phoebus Misbahuddin, Abdullah Afif Naila Rizky Rahmania Novi Lailiyul Wafiroh Nur Laili Fikriah Nur Laili Fikriah Nur Laili Widyawati Pipit Rosita Andarsari Putra, Rafli Sahrian Putri, Larasati Widianto Qanita, Ariza Rahmatul 'Aini Wahidiyah Siskawati, Erly Nabila Suyuti, Mufit Syafrina, Adelia Dwi Tiara Juliana Jaya Ulfa Nahdhiroh Wahidiyah, Rahmatul 'Aini Widyawati, Nur Laili