Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

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The Effect of Social Media Advertising, Product Quality, and Market Orientation on MSME Resilience with Sales Performance as a Mediation Variable

Authors
Kussudyarsana Kussudyarsana1, *, Bella Febrianti1, Soepatini1
1Universitas Muhammadiyah Surakarta, Surakarta, Indonesia
*Corresponding author. Email: Kus165@ums.ac.id
Corresponding Author
Kussudyarsana Kussudyarsana
Available Online 4 October 2023.
DOI
10.2991/978-94-6463-204-0_69How to use a DOI?
Keywords
Advertisement SocialMedia; Product Quality; Sales Performance; and SMEs Solo Raya
Abstract

In the millennial era, advertising can be categorized as the most effective means to increase sales of specific products or brands, such as advertisements carried out with the help of social media. It encourages marketers out there to compete in creating creative and unique ads. Market orientation is an essential factor that can affect the company’s performance. Good product quality can also form consumer confidence to buy products. This study aims to explain the effect of social media advertising, product quality, and market orientation on MSME resilience with sales performance as a mediating variable for all MSMEs in Solo Raya. Respondents in this study were 200 people who were conducted through offline and online surveys with a google form. The sampling technique used non-probability sampling with a purposive sampling method. Test the validity and reliability using smart PLS analysis on the outer model. Hypothesis testing uses the outer model and inner model smart PLS. The analysis results show that sales performance partially mediates the relationship between social media advertising, product quality, and market orientation toward MSME resilience.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2023
ISBN
978-94-6463-204-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-204-0_69How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kussudyarsana Kussudyarsana
AU  - Bella Febrianti
AU  - Soepatini
PY  - 2023
DA  - 2023/10/04
TI  - The Effect of Social Media Advertising, Product Quality, and Market Orientation on MSME Resilience with Sales Performance as a Mediation Variable
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 838
EP  - 847
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_69
DO  - 10.2991/978-94-6463-204-0_69
ID  - Kussudyarsana2023
ER  -