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All Journal ADIMA International Journal of Technology and Education Research
Putranto, Afif Hendri Putranto
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Humanities Decision Sciences, Operations Research & Management Education Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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The Use of Social Media Marketing on Marketing Performance with Digital Capability as a Mediating Variable in Service MSMEs Purnamasari, Melan Susanty Purnamasari; Suwali, Suwali; Putranto, Afif Hendri Putranto; Syafi'ah, Syafi'ah; Handayani, Juli Handayani; Hasibuan, Reza Rahmadi Hasibuan
International Journal of Technology and Education Research Vol. 2 No. 02 (2024): April - June, International Journal of Technology and Education Research(IJETE
Publisher : International journal of technology and education research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijeter.v2i02.1283

Abstract

This study aims to analyze the influence of social media marketing on marketing performance and digital capability in service-sector SMEs. The first hypothesis states that social media marketing has a positive impact on marketing performance. However, the results indicate that this hypothesis is not proven, with a P-Value of 0.245, which is greater than the alpha value of 0.05, making the relationship insignificant. The second hypothesis posits that social media marketing has a positive effect on SMEs’ digital capability, which is confirmed with a P-Value of 0.000 (less than alpha 0.05). The third hypothesis states that digital capability positively influences marketing performance, also proven with a P-Value of 0.000. These results suggest that although social media marketing does not directly improve marketing performance in service-sector SMEs, it enhances SMEs’ digital capabilities, which, in turn, positively impact marketing performance. The study implies the importance of developing digital skills in SMEs to enhance marketing effectiveness. This research also provides recommendations for further studies considering different SME sectors and other mediating factors in the relationship between social media marketing and marketing performance.
PENINGKATAN KAPASITAS UMKM AGRIBISNIS MELALUI PELATIHAN DIGITALISASI USAHA DAN PENDAMPINGAN LEGALITAS HUKUM BERBASIS SISTEM INFORMASI Putranto, Afif Hendri Putranto; Hasirun, Hasirun; Sumaya, Pupu Sriwulan Sumaya
ADIMA Jurnal Awatara Pengabdian Kepada Masyarakat Vol 3 No 3 (2025): Juli
Publisher : Awatara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61434/adima.v3i3.305

Abstract

This community service program aims to enhance the capacity of agribusiness MSMEs in Java through business digitalization training and legal assistance using an information system. The main problems faced by MSMEs include low digital literacy, the absence of structured transaction records, and limited understanding of legal business requirements. This activity was conducted using a participatory and transdisciplinary approach involving agribusiness, legal, and informatics disciplines. The results show that participants successfully implemented digital bookkeeping, utilized social media for marketing, and understood as well as managed legal documents such as business permits and halal certification. Moreover, the web-based information system developed is independently usable by MSMEs for business management and legal reminders. This program also fostered inter-MSME networking and encouraged participant-driven sustainability initiatives. The social and economic impacts confirm that integrating digital and legal approaches is highly relevant to addressing the real needs of MSMEs. This program may serve as a replicable model for other regions with similar characteristics.
Co-Authors Hasibuan, Reza Rahmadi Hasirun, Hasirun Juli Handayani Purnamasari, Melan Susanty Purnamasari Sumaya, Pupu Sriwulan Sumaya Syafi'ah, Syafi'ah Syaiful Anwar, Agus Setiadi, Suwali,