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All Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Husna Putri Pertiwi
Program Studi Perpajakan, Jurusan Administrasi, Fakultas Hukum, Sosial dan Ilmu Politik, Universitas Terbuka
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kapasitas Pemasaran Media Sosial Terhadap Kinerja Keuangan UMKM: Peran Dari Hubungan Konsumen Ira Siti Sarah; Ivon Sandya Sari Putri; Ridha Azka Raga; Husna Putri Pertiwi; Iklima Farhani
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.19950

Abstract

Research aim: Determine the effect of social media marketing capacity on business performance in MSMEs, especially in West Java Design/Methode/Approach: The research was conducted using a quantitative descriptive approach by collecting primary data through questionnaires to 150 MSME players in West Java, however, only 149 questionnaires were returned in full and could be analyzed further using the SEM-PLS test Research Finding: This study found that financial performance in MSMEs in West Java is influenced by social media marketing capacity through consumer relationships as a partial mediator Theoretical contribution/Originality: The implementation of social media marketing, social media marketing communications, and product development through social media has been proven to have a positive and significant effect on consumer relations and has been proven to have a positive and significant effect on financial performance through consumer relations as a partial mediator Practitioner/Policy implication: Proper social media marketing strategy planning and effective implementation are needed to improve the performance of MSMEs, especially in the West Java area which is the focus of this study Research limitation: This research specifically only examines MSMEs in West Java
Co-Authors Iklima Farhani Ivon Sandya Sari Putri Ridha Azka Raga Sarah, Ira Siti