Direct And Indirect Effect Of Marketing Capabilities On The Performance Of MSMEs

Nur Laili Fikriah; Mega Noerman Ningtyas; Ikhsan Maksum

doi:10.24912/je.v29i2.2336

Authors

Nur Laili Fikriah Department of Management, Faculty of Economics, Universitas Islam Negeri Maulana Malik Ibrahim Malang
Mega Noerman Ningtyas Department of Management, Faculty of Economics, Universitas Islam Negeri Maulana Malik Ibrahim Malang
Ikhsan Maksum Department of Management, Faculty of Economics, Universitas Islam Negeri Maulana Malik Ibrahim Malang

DOI:

https://doi.org/10.24912/je.v29i2.2336

Keywords: Social Media Usage; Marketing Capabilities; Performance of MSMEs.

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.

Author Biographies

Nur Laili Fikriah, Department of Management, Faculty of Economics, Universitas Islam Negeri Maulana Malik Ibrahim Malang

nurlailifikriah31@uin-malang.ac.id

Mega Noerman Ningtyas, Department of Management, Faculty of Economics, Universitas Islam Negeri Maulana Malik Ibrahim Malang

meganoerman@uin-malang.ac.id

Ikhsan Maksum, Department of Management, Faculty of Economics, Universitas Islam Negeri Maulana Malik Ibrahim Malang

ikhsan.maksum@uin-malang.ac.id

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