Texts

THE INFLUENCE OF ENTREPRENEURIAL MARKETING AND SOCIAL MEDIA CAPABILITY ON SALES PERFORMANCE WITH RESILIENCE AS A MODERATOR VARIABLE : Survey on Food and Beverage SME Owners in Malang City

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Abstract

In business or entrepreneurship, not all companies can achieve significant sales increases even though they have
implemented various marketing strategies and utilized appropriate social media. This research aims to identify and explain
the influence of entrepreneurial marketing, social media capability on sales performance through resilience as a moderator.
The method used in this research is a quantitative approach. This type of research is explanatory. The study targets owners
of SMEs in Malang operating in the food and beverage sector. The population of this research is unknown, and a Purposive
sampling technique is employed. Therefore, the sample size is 250. The research analysis tool used is PLS SEM. The research
findings indicate that Entrepreneurial Marketing and Social Media Capability significantly contribute to sales performance in
the Food and Beverage sector in Malang, with P Values and T-statistic values meeting statistical significance criteria.
Additionally, Resilience has proven to play a significant role as a moderator, strengthening the impact of Entrepreneurial
Marketing and Social Media Capability on sales performance. The study faces limitations in generalizing results due to its
narrow focus on the Malang food and beverage sector, potential bias from self-report data, and unidentified factors affecting
sales performance, including pandemic impacts. On a practical level, it highlights the critical role of entrepreneurial
marketing strategies and social media use in boosting sales in Malang's food and beverage sector. These strategies not only
raise customer awareness but also cultivate positive perceptions, build trust, and support sales growth. Theoretical
exploration involves examining the relationships among Entrepreneurial Marketing, Social Media Capability, and Sales
Performance, with Resilience as a moderating variable. While Resilience may not consistently moderate the Sales
Performance relationship, it remains relevant for helping business owners maintain focus on long-term goals amid industry
challenges in Malang.

Keywords : Small and Medium-sized Enterprises, Entrepreneurial Marketing, Social Media Capability, Resilience, Sales
Performance.

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Ketersediaan

20242132

P 658,42 PER i 2024 K1

Fadel Muhammad Resource Center (Ilmu Terapan)

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

P 658,42 PER i 2024 K1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2024

Deskripsi Fisik

-, 11 Hlm ; Ilus :29,5 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658,42

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

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Edisi

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Subjek

Jurnal / Journal
Resilience
Social Media Capability
Small and Medium-sized Enterprises
Entrepreneurial Marketing
Sales Performance

Info Detail Spesifik

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Pernyataan Tanggungjawab

A’isy Salmaa Permatasari

Versi lain/terkait

Lampiran Berkas

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