The Mediating Role of Technological Capability between Social Media Marketing and MSMEs Performance
DOI:
https://doi.org/10.71154/5b2ks962Keywords:
Social Media Marketing, MSMEs performance, Technological CapabilityAbstract
The aim of this study is to determine the effect of social media marketing towards MSMEs performance. The sample size used in this research was 135 MSMEs respondents. The sample was accessed through an online survey questionnaire. Smart PLS 3.0 is utilized in analysis within this study. The findings show that social media marketing has a positive effect on MSMEs performance and technological capability. Technological ability has a positive effect on MSMEs performance and acts as a mediator between social media marketing and MSMEs performance. The limitation of the study is that it was conducted in one geographical area, limiting generalizability to other industries or other regions with varied characteristics. The paper contributes to the body of literature by empirically validating technological ability as a mediator variable between social media marketing and MSMEs performance. These results suggest that MSME managers should invest in social media for both marketing and internal capacity building, put in place technology monitoring systems, and technology alliances with external organizations. Future research is also suggested to test other mediating or moderating variables like technological innovations, market forces, or organizational designs.
Downloads
References
ANYADIGHIBE, J. A., EFIONG, E. J., KANKPANG, A. K., INAH, E. U., NDEM, S. E., & OGAR-ABANG, J. O. (2024). Social Media and Marketing Performance of Micro, Small And Medium Enterprises: The Moderating Role of Entrepreneurial Competencies. Journal of Ecohumanism, 3(7). https://doi.org/10.62754/joe.v3i7.4663
Deku, W. A., Wang, J., & Preko, A. K. (2024). Digital marketing and small and medium-sized enterprises’ business performance in emerging markets. Asia Pacific Journal of Innovation and Entrepreneurship, 18(3), 251–269. https://doi.org/10.1108/APJIE-07-2022-0069
Ellyawati, J., & Kusumatriawan, A. J. A. (2023). The Effect of Social Media Marketing on MSMEs’ Business Performance During the COVID-19 Pandemic. Review of Integrative Business and Economics Research, 13(2), 38–54.
Fiona, F., Salim, M., Hadi, E. D., & Hayu, R. S. (2024). Factors Affecting Business Performance of MSMEs in Makassar City Through HR Competence and Social Media. Quality-Access to Success, 25(202). https://doi.org/10.47750/QAS/25.202.23
Hairudinor, & Rusidah, S. (2023). The role of digital marketing in the Sustainable performance of Indonesian MSMEs: Do the online purchase intention and actual purchase decision matter? Transnational Marketing Journal, 11(1), 17–30.
Harvie, C. (2015). SMEs, trade and development in South-east Asia.
Marolt, M., Zimmermann, H.-D., & Pucihar, A. (2022). Social Media Use and Business Performance in SMEs: The Mediating Roles of Relational Social Commerce Capability and Competitive Advantage. Sustainability, 14(22), 15029. https://doi.org/10.3390/su142215029
Mohd-Ramly, S., & Omar, N. A. (2017). Exploring the influence of store attributes on customer experience and customer engagement. International Journal of Retail & Distribution Management, 45(11), 1138–1158. https://doi.org/10.1108/IJRDM-04-2016-0049
Pratiwi, A. R. P., & Ardian, F. A. (2024). The Effects of Customer Satisfaction on Intentions To Stay At MSME In The Covid-19 Endemic In Indonesia. International Journal Business and Entrepreneurship, 1(1), 19–33.
Rachmawati, I., Yogawati, N. D., Yuwono, T., Wibowo, F. N., & Nugroho, R. (2022). THE EFFECT OF FINANCE AND DIGITAL LITERATURES AND FINACIAL MANAGEMENT ON UMKM PERFORMANCE IN THE CILACAP DISTRICT. Proceeding of The International Conference on Business and Economics, 175–187.
Ravindran, D., Jaheer Mukthar, K. P., Zarzosa-Marquez, E., Pérez Falcón, J., Jamanca-Anaya, R., & Silva-Gonzales, L. (2023). Impact of Digital Marketing and IoT Tools on MSME’s Sales Performance and Business Sustainability. In In: Al Mubarak, M., Hamdan, A. (eds) Technological Sustainability and Business Competitive Advantage . Internet of Things. (pp. 65–77). https://doi.org/10.1007/978-3-031-35525-7_5
Salisu, Y., & Abu Bakar, L. J. (2019). Technological capability, relational capability and firms’ performance. Revista de Gestão, 27(1), 79–99. https://doi.org/10.1108/REGE-03-2019-0040
Sulasih, Novandari, W., & Suroso, A. (2023). Integration Uses and Gratifications Theory and Entrepreneurship Theory To Boost The MSMEs Marketing Performance Using Social Media. Quality - Access to Success, 24(194), 60 – 68. https://doi.org/10.47750/QAS/24.194.07
Sulasih, Novandari, W., Suroso, A., & Setyanto, R. P. (2024). Use of Social Media Marketing among MSMEs : Driving and Inhibiting Factors. Jurnal Manajemen Indonesia Journal, 24(1), 21–29. https://doi.org/10.25124/jmi.v24i1.5475
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic Capabilities and Strategic Management. Strategic Management Journal, 18(7), 509–533.
Triwibowo, R. N., & Yusuf, D. (2024). Influence of Total Quality Management on Competitive Advantage Through MSME Performance: A Case Study of Food and Beverage MSME in Cilacap District. International Journal Business and Entrepreneurship, 1(1), 1–8.
Wang, Y., Rod, M., Ji, S., & Deng, Q. (2017). Social media capability in B2B marketing: toward a definition and a research model. Journal of Business & Industrial Marketing, 32(8), 1125–1135. https://doi.org/10.1108/JBIM-10-2016-0250
Winarso, W., Sinaga, J., Syarief, F., Untari, D. T., Supardi, & Mulyadi. (2023). The Impact of Social Media and Innovation Strategy on the Marketing Performance of Small and Medium Sized Enterprises (Smes) in Bekasi City, Indonesia. International Journal of Professional Business Review, 8(5), e01688. https://doi.org/10.26668/businessreview/2023.v8i5.1688
Wulandari, A., Suryawardani, B., & Marcelino, D. (2020). Social Media Technology Adoption for Improving MSMEs Performance in Bandung: a Technology-Organization-Environment (TOE) Framework. 2020 8th International Conference on Cyber and IT Service Management (CITSM), 1–7. https://doi.org/10.1109/CITSM50537.2020.9268803
Yuwono, T., Novandari, W., Suroso, A., & Setyanto, R. P. (2025). The importance of ICT adoption on MSMEs performance: the mediating role of distinctive competencies. Journal of Enterprising Communities: People and Places in the Global Economy. https://doi.org/10.1108/JEC-06-2024-0113
Yuwono, T., Novandari, W., Suroso, A., & Sudarto. (2024). Information and communication technology among MSMEs: Drivers and Barriers. The Eastasouth Management and Business, 3(1), 101–109.
Yuwono, T., Suroso, A., & Novandari, W. (2024). Information and communication technology in SMEs : a systematic literature review. Journal of Innovation and Entrepreneurship, 13(31). https://doi.org/10.1186/s13731-024-00392-6
Yuwono, T., Tajudin, T., Triwibowo, R. N., Sefiani, H. N., & Anggaraksa, W. (2024). Pelatihan Digital Marketing dan Pendampingan Legalitas Untuk Mengembangkan Usaha UMKM Entrepreneur Expo UNAIC. Madani: Indonesian Journal of Civil Society, 6(1), 36–42.
Yuwono, T., Triwibowo, R. N., Tajudin, T., & Sefiani, H. N. (2024). Digital Marketing UMKM. UNAIC Press Cilacap.
Zolkepli, I. A., & Kamarulzaman, Y. (2015). Social media adoption: The role of media needs and innovation characteristics. Computers in Human Behavior, 43, 189–209. https://doi.org/10.1016/j.chb.2014.10.050
Downloads
Published
Issue
Section
License
Copyright (c) 2025 International Journal Business and Entrepreneurship
This work is licensed under a Creative Commons Attribution 4.0 International License.
The work is distributed under a 