Peningkatan Kinerja Pemasaran UMKM Melalui Content Marketing dan Adopsi E-Commerce: Mengkaji Peran Digital Customer Engagement
DOI:
https://doi.org/10.36636/dialektika.v11i1.8682Kata Kunci:
Content Marketing, E-Commerce Adoption, Digital Customer Engagement, Kinerja PemasaranAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dan adopsi e-commerce terhadap kinerja pemasaran usaha mikro, kecil, dan menengah (UMKM) dengan digital customer engagement sebagai variabel mediasi menggunakan pendekatan PLS-SEM. Data dikumpulkan melalui survei terhadap 160 pelaku UMKM di Blitar dan dianalisis menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa content marketing dan adopsi e-commerce berpengaruh positif dan signifikan terhadap digital customer engagement, namun keduanya tidak berpengaruh secara langsung terhadap kinerja pemasaran. Digital customer engagement terbukti memiliki pengaruh yang kuat terhadap kinerja pemasaran serta memediasi secara penuh hubungan antara content marketing, adopsi e-commerce, dan kinerja pemasaran. Temuan ini menegaskan bahwa keberhasilan pemasaran digital UMKM di era digital sangat bergantung pada kemampuan pelaku usaha dalam membangun dan mendorong keterlibatan pelanggan secara berkelanjutan guna meningkatkan daya saing bisnis dan keberlanjutan usaha dalam lingkungan ekonomi digital yang kompetitif.
Referensi
Ausat, A. M. A., & Peirisal, T. (2021). Determinants of E-commerce Adoption on Business Performance: A Study of MSMEs in Malang City, Indonesia. Jurnal Optimasi Sistem Industri, 20(2), 104–114. https://doi.org/10.25077/josi.v20.n2.p104-114.2021 DOI: https://doi.org/10.25077/josi.v20.n2.p104-114.2021
Chatterjee, S.; Rana, N. P. & Dwivedi, Y. K. (2021). Assessing determinants of e-commerce adoption in emerging economies. Information Technology & People, 34(3), 945–970. https://doi.org/10.1108/ITP-05-2020-0314 DOI: https://doi.org/10.1108/ITP-05-2020-0314
Chaturvedi, P., Dahiya, S., & Agrawal, S. (2015). Technological innovation: A necessity for sustainable MSME sector in India. In S. G., K. B., & J. J.S. (Eds.), 2015 1st International Conference on Futuristic Trends in Computational Analysis and Knowledge Management, ABLAZE 2015 (pp. 206–211). Institute of Electrical and Electronics Engineers Inc. https://doi.org/10.1109/ABLAZE.2015.7154993 DOI: https://doi.org/10.1109/ABLAZE.2015.7154993
Dev, C. S.; Hollebeek, L. D. (2022). Engagement behavior in digital media: Exploring antecedents and outcomes. Journal of Interactive Marketing, 58, 69–87. https://doi.org/10.1016/j.intmar.2021.12.002
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2020.102168 DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102168
Fan, W., Shao, B., & Dong, X. (2022). Effect of e-service quality on customer engagement behavior in community e-commerce. September, 1–16. https://doi.org/10.3389/fpsyg.2022.965998 DOI: https://doi.org/10.3389/fpsyg.2022.965998
Gao, J, Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs during the COVID-19 Pandemic: An Empirical Study. Sustainability (Switzerland), 15(2). https://doi.org/10.3390/su15021594 DOI: https://doi.org/10.3390/su15021594
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ).
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8 DOI: https://doi.org/10.1007/s11747-014-0403-8
Herawati, Andry; Sarwani, Sarwani; Lestari, Damajanti Sri; Listyawati, Liling & Raharja, A. (2023). Sequential Explanatory Approach : Digital Marketing Implementation Acceleration Programme That Supports the Marketing Performance of Msme Actors Sekwencyjne Podejście Eksplanacyjne : Program Przyspieszenia. Economic And Regional Studies, 16(4), 30. https://doi.org/https://doi.org/10.2478/ers-2023-0036 DOI: https://doi.org/10.2478/ers-2023-0036
Hollebeek, L. D.; Sprott, D. E. & Brady, M. K. (2021). Customer engagement in content-based digital marketing. Journal of Business Research, 134, 560–572.
Justy, G., Kumar, T., & Kristoffersen, E. (2021). Big Data and Firm Marketing Performance Finding Form Knowledge Based View. Technology Forecasting and Social Change, 171(4). DOI: https://doi.org/10.1016/j.techfore.2021.120986
Katsikeas, C. S. (2021). Marketing performance assessment and accountability. Journal of Business Research, 240, 380–393. https://doi.org/10.1016/j.jbusres.2021.03.063 DOI: https://doi.org/10.1016/j.jbusres.2021.03.063
Kawira, K. D., Mukulu, E., & Odhiambo, R. (2019). Effect of Digital Marketing on the Performance of MSMES in Kenya. Journal of Marketing &Communication, 2(1), 1–23. https://stratfordjournals.org/journals/index.php/journal-of-marketing/article/view/258/312
Kemenkop, U. (2021). Perkembangan data usaha mikro, kecil, dan menengah (UMKM) tahun 2021. https://www.kemenkopukm.go.id
Liu, Y. (2023). Effects of content quality and content consistency on digital engagemen. Journal of Retailing and Consumer Services, 71, 103215. https://doi.org/10.1016/j.jretconser.2023.103215 DOI: https://doi.org/10.1016/j.jretconser.2022.103215
Marbach, J., Lages, C., & Nunan, D. (2020). Who engages with brands on social media? Journal of Business Research, 113, 1–10.
Marc, W., & Rasul, T. (2022). Customer engagement and social media : Revisiting the past to inform the future. 148(May), 325–342. DOI: https://doi.org/10.1016/j.jbusres.2022.04.068
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Nguyen, T. D. & Huynh, N. (2022). Drivers of e-commerce adoption and its impact on SME performance. Journal of Retailing and Consumer Services, 65, 102885. https://doi.org/10.1016/j.jretconser.2021.102885 DOI: https://doi.org/10.1016/j.jretconser.2021.102885
Octasylva, A. R. P., Yuliati, L. N., Hartoyo, H., & Soehadi, A. W. (2022). Innovativeness as the Key to MSMEs’ Performances. Sustainability (Switzerland), 14(11). https://doi.org/10.3390/su14116429 DOI: https://doi.org/10.3390/su14116429
Rather, R. A., & Hollebeek, L. D. (2021). “Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age. 24(3), 353–371. https://doi.org/10.1080/13683500.2019.1638785
Risnawati, D., Kembang, L. P., Khotmi, H., Gendi, Y. D., Ramadhan, M. N. I., & Safitri, D. M. (2025). Peran Digital MarketingdanOrientasi Pasar terhadap Kinerja Pemasaran dengan Memanfaatkan Keunggulan Bersaing (Industri Gerabah Banyumulek). Dialektika: Jurnal Ekonomi Dan Ilmu Sosial, 10(2), 269=280. https://doi.org/10.36661/dialektika.v10i2.7734 DOI: https://doi.org/10.36636/dialektika.v10i2.7734
Santini, F. D. O. (2020). Customer engagement in social media: A framework and meta-analysis. Journal of the Academy of Marketing Science, 48(5), 1211–1228. https://doi.org/10.1007/s11747-020-00731-5 DOI: https://doi.org/10.1007/s11747-020-00731-5
Singh, B., Wongmahesak, K., & Chandra, S. (2025). Specifying key strategies and tactics for content marketing: Search engine optimization (SEO) in online market. In Practical Strategies and Case Studies for Online Marketing 6.0 (pp. 37–56). IGI Global. https://doi.org/10.4018/979-8-3373-2058-8.ch003 DOI: https://doi.org/10.4018/979-8-3373-2058-8.ch003
Sofyan, S. (2017). Peran UMKM (Usaha Mikro, Kecil dan Menengah) dalam Perekonomian Indonesia. Jurnal Bilancia, 11(1), 33–59. https://jurnal.iainpalu.ac.id/index.php/blc/article/view/298/216 DOI: https://doi.org/10.24239/blc.v11i1.298
Srinvasan, R., Lohith, C. P., Kadadevaramth, R. S., & Shrisha, S. (2015). Strategic Marketing and Innovation Performance of Indian MSMEs. In D. T.U., K. D.C., K. D.F., A. T.R., P. G., & N. K. (Eds.), Portland International Conference on Management of Engineering and Technology (Vols. 2015-Septe, pp. 127–133). Portland State University. https://doi.org/10.1109/PICMET.2015.7273230 DOI: https://doi.org/10.1109/PICMET.2015.7273230
Suliswanto, M. S. W., & Rofik, M. (2019). Digitalization Of Micro , Small & Medium Enterprise ( Msmes ) In East Java , Indonesia Refbacks. Muhammadiyah International Journal of Economics and Business, 2(1), 35–43. https://journals.ums.ac.id/mijeb/article/view/9380 DOI: https://doi.org/10.23917/mijeb.v2i1.9380
Syanova, R., & Fajar, A. N. (2024). Analysis of Factors That Influence Use Behaviour of Using Qris Payments for Umkm in Bekasi. Journal of Logistics, Informatics and Service Science, 11(7), 324–341. https://doi.org/10.33168/JLISS.2024.0717 DOI: https://doi.org/10.33168/JLISS.2024.0717
Tambunan, T. T. H. (2025). Factors of AI Adoption in Micro and Small Enterprises: A Story from Indonesia. In Artificial Intelligence and SMEs in Developing Economies (pp. 81–113). Taylor and Francis. https://doi.org/10.4324/9781003585695-5 DOI: https://doi.org/10.4324/9781003585695-5
Warghane, T. S., & Savariapitchai, M. (2025). The Impact of Content Marketing on Brand Awareness and Lead Generation. In J. A., R. R., M. M., & K. S. (Eds.), Lecture Notes in Networks and Systems: Vol. 1384 LNNS (pp. 351–361). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-96-5751-3_30 DOI: https://doi.org/10.1007/978-981-96-5751-3_30
Wei, M., Liu, M., Xu, J., Li, S., & Cao, J. (2022). Understanding the influence of sensory advertising of tourism destinations on visit intention with a modified AIDA model. Asia Pacific Journal of Tourism Research, 27(3), 259–273. https://doi.org/10.1080/10941665.2022.2061367 DOI: https://doi.org/10.1080/10941665.2022.2061367
Wirdiyanti, R., Yusgiantoro, I., Sugiarto, A., Harjanti, A. D., Mambea, I. Y., Soekarno, S., & Damayanti, S. M. (2023). How does e-commerce adoption impact micro, small, and medium enterprises’ performance and financial inclusion? Evidence from Indonesia. Electronic Commerce Research, 23(4), 2485–2515. https://doi.org/10.1007/s10660-022-09547-7 DOI: https://doi.org/10.1007/s10660-022-09547-7
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. 117(September), 1–6. DOI: https://doi.org/10.1016/j.jbusres.2018.08.032
Yacob, S., Sulistiyo, U., Marzal, J., Siregar, A. P., & Mukminin, A. (2023). An Investigation of Entrepreneurial Orientation, Social Media Adoption and E-commerce on MSME Business Performance: An Empirical Study in Indonesia. Revista Galega de Economia, 32(3). https://doi.org/10.15304/rge.32.3.9001 DOI: https://doi.org/10.15304/rge.32.3.9001
Zeng, L.; Xu, G. (2021). Effectiveness of digital marketing strategies on firm performance. Technology in Society, 66, 101629. https://doi.org/10.1016/j.techsoc.2021.101629 DOI: https://doi.org/10.1016/j.techsoc.2021.101629
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Andry Herawati, Sri Utami Ady, Nur Sayidah
Artikel ini berlisensiCreative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
View My Stats
