Pengaruh Social Media Marketing terhadap Kinerja Pemasaran Melalui Nilai Pelanggan (Studi kasus UMKM Kreatif di Kota Pontianak)
DOI:
https://doi.org/10.36636/dialektika.v10i2.6831Kata Kunci:
social media marketing, customer value, marketing perfomanceAbstrak
Tujuan penelitian ini: (1) bagaimana social media marketing berdampak positif terhadap kemampuan penciptaan nilai, (2) bagaimana social media marketing berpengaruh positif terhadap kinerja pemasaran, (3) bagaimana kemampuan nilai pelanggan berdampak positif terhadap kinerja pemasaran, dan (4) bagaimana kemampuan nilai pelanggan memediasi hubungan antara social media marketing dan kinerja pemasaran. Sampel penelitian ini berjumlah 125 pelaku UMKM Kreatif di Pontianak. Pengambilan sampel menggunakan metode non-probability sampling dan metode pengumpulan data melalui distribusi kuesioner. Para peneliti menggunakan bantuan program Analysis of Moment Structure (AMOS) versi 24. Penelitian ini menemukan bahwa social media marketing tidak serta merta berdampak langsung pada peningkatan kinerja pemasaran, social media marketing berdampak pada kemampuan nilai bagi pelanggan, kemampuan nilai pelanggan mempengaruhi kinerja pemasaran, dan peran mediasi kemampuan nilai pelanggan yang dapat mendorong dampak pengaruh social media marketing terhadap peningkatan kinerja pemasaran.
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