Social Media Marketing and Marketing Performance on New SME: A Moderating Consumer Innovativeness

DOI

10.2991/aebmr.k.200127.069How to use a DOI?

Keywords

Social Media Marketing, Marketing Performance, Consumer Innovativeness, New Business, SME

Abstract

Small Medium Enterprise (SME) is the backbone of a country’s economy. The support from the government emerges many SMEs that run various businesses. However, selling new products or brands from new business is not an easy task. The use of social media as part of marketing activities is an easy and inexpensive way to introduce a new product to consumers, especially to those consumers who can easily accept the new product. This study aims to explore moderating consumer innovativeness from social media marketing and marketing performance relationship on new SME. Survey technique was used for this research, and data were obtained from 96 respondents who have consumed new SME’s products. Data were processed and analyzed using WarpPLS. The results of this research showed that marketing performance on new SME was influenced by social media marketing. Consumer innovativeness moderated the influence of social media marketing toward marketing performance on new SME.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - A.B. Krisnanto
AU  - Surachman
AU  - Sunaryo
AU  - Rofiaty
PY  - 2020
DA  - 2020/01/31
TI  - Social Media Marketing and Marketing Performance on New SME: A Moderating Consumer Innovativeness
BT  - Proceedings of the 17 th International Symposium on Management (INSYMA 2020)
PB  - Atlantis Press
SP  - 336
EP  - 338
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200127.069
DO  - 10.2991/aebmr.k.200127.069
ID  - Krisnanto2020
ER  -