Is SMMS Important To Enhance MSME Marketing Performance In Banyumas?

Annisa Dewi Verena Antonius, Larisa Pradisti, Alisa Tri Nawarini, Iman Widhiyanto

Abstract


This study aims to analyze the effect of social media marketing strategies on marketing performance by analyzing the mediating role of branding variables in MSMEs at the Berkah Rindang Kinasih Cooperative. This research is a type of survey research with a quantitative approach by distributing questionnaires via Google Forms to MSME owners. The sample used in the study was 109 respondents determined based on the probability sampling method, and the analytical tool used was SEM with SmartPLS software. Based on the research results, conclusions were obtained, namely: (1) Social media marketing strategy has a positive effect on marketing performance; (2) Social media marketing strategy has a positive effect on branding; (3) Branding has a positive effect on marketing performance; (4) Branding mediates the relationship between social media marketing strategy and marketing performance.

Keywords: Social Media Marketing Strategy, Marketing Performance, Branding, MSMEs.


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