Does social media marketing important for MSMEs performance in Indonesia?

IF 3.9 4区 管理学 Q2 BUSINESS
Tatik Tatik, Doddy Setiawan
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引用次数: 0

Abstract

Purpose

This study aims to examine the main factors that influence the adoption of social media marketing (SMM) by small and medium-sized enterprises (SMEs) in Indonesia and how the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This research can provide input for teaching, public policy toward digital infrastructure and influence public attitudes toward digital involvement in business. This implication is in line with the findings of this research, which bridges theory and practice and has the potential to influence economic growth and quality of life.

Design/methodology/approach

The data collection method used is a survey method by distributing questionnaires to MSME actors. The number of samples in this study was 234 respondents. This study was analyzed using the Structural Equation Model (SEM) with the help of SmartPLS software.

Findings

The results of this study indicate that marketing through social media has an effect on the performance of MSMEs. MSMEs need to adopt digital media considering the rapid development of digital technology today to be in line with the demands of business development. Using social media platforms, consumers can instantly connect with new products, services and brands with ease.

Originality/value

This article provides a significant and original contribution to the literature by examining the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This report provides new insights into the adoption and impact of SMM in the Indonesian context, where internet and social media use is very high.

社交媒体营销对印尼中小微企业的业绩是否重要?
目的 本研究旨在探讨影响印度尼西亚中小型企业(SMEs)采用社交媒体营销(SMM)的主要因素,以及社交媒体营销对印度尼西亚微型、小型和中型企业(MSMEs)绩效的影响。这项研究可为教学、数字基础设施公共政策提供参考,并影响公众对数字化参与商业活动的态度。这一影响与本研究的结果相一致,本研究在理论与实践之间架起了一座桥梁,并有可能影响经济增长和生活质量。本研究的样本数量为 234 个受访者。研究结果本研究结果表明,通过社交媒体进行营销对中小微企业的业绩有影响。考虑到当今数字技术的飞速发展,中小微企业需要采用数字媒体以适应业务发展的需求。利用社交媒体平台,消费者可以即时轻松地与新产品、新服务和新品牌建立联系。原创性/价值本文通过研究社交媒体营销对印尼中小微企业绩效的影响,为相关文献提供了重要的原创性贡献。在互联网和社交媒体使用率非常高的印度尼西亚,本报告为社交媒体营销的采用和影响提供了新的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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