Citation:

Dr. Golan Hasan, Selina. Ng. "The Effect of Service, Social Media, and Innovation in Improving Marketing Performance on E-Commerce Products Mediated by Branding" International Research Journal of Economics and Management Studies, Vol. 3, No. 9, pp. 274-281, 2024.

Abstract:

Advancements in technology have emerged as a key element that modifies the competitive environment among businesses across many industrial domains. One of these is the competition between businesses for marketing performance, which describes how they fight to draw in and keep consumers by using different marketing techniques. This study aims to examine how service, innovation, marketing prowess, social media presence, and communication impact a company's ability to perform in e-commerce. Google Form surveys are distributed as the major method of data gathering for this study, which combines quantitative methodologies. The study's target population consists of 236 respondents who are e-commerce entrepreneurs in Indonesia. The findings indicated that the correlation between performance and social media, marketing abilities, service, and communication was negligible. Nonetheless, there is a strong correlation between performance and innovation. Similarly, there is a strong correlation shown between social media and creativity in branding. Social media and technology have no discernible impact on performance via branding in the intermediary variable.

References:

[1] Abd-Elrahman, El-Borsaly, A., & Hassan, S. (2020). The Impact Of Service Quality On Organizational Performance In The Mobile Telecommunications Sector In Egypt. Proceedings on Engineering Sciences, 2(1), 93–104. https://doi.org/10.24874/PES02.01.010
[2] Absah, Y., & Rini, E. S. (2020). Pengaruh Kapabilitas Inovasi dan Branding Terhadap Kinerja Pemasaran UKM Kuliner Kota Medan. Jurnal Universitas Sumatera Utara.
[3] Adistia, M., & Sanaji, S. (2022). Influence Of Social Media Marketing, E-Commerce, and Product Innovation on Marketing Performance (Study on Food and Beverage SMEs in Surabaya). Journal of Business and Management Review, 3(7), 453–469. https://doi.org/10.47153/jbmr37.4272022
[4] Amelda, B., Alamsjah, F., & Elidjen. (2021). Does the Digital Marketing Capability of Indonesian Banks Align with Digital Leadership and Technology Capabilities on Company Performance? CommIT Journal, 15(1), 9–17. https://doi.org/10.21512/commit.v15i1.6663
[5] Anggraeni, M., & Sanaji, S. (2021). Pengaruh Penggunaan Media Sosial terhadap Kinerja Pemasaran selama Pandemi Covid-19 dengan Mediasi Kemampuan Inovasi dan Kemampuan Branding (Studi pada Pelaku UMKM yang Menggunakan Media Sosial). Jurnal Ilmu Manajemen, 9(2), 752. https://doi.org/10.26740/jim.v9n2.p752-767
[6] Arif, D., & Safitri, E. N. (2023). Pengaruh Kapabilitas Marketing Dan Strategi Kompetitif Terhadap Kinerja Bisnis Melalui Peran Mediasi Komunikasi Pemasaran. JISO: Journal of Industrial and Systems Optimization, 6(1), 62. https://doi.org/10.51804/jiso.v6i1.62-68
[7] Arisandi, D., & Pradana, M. N. R. (2018). Pengaruh Penggunaan Social Media Terhadap Brand Awareness Pada Objek Wisata Di Kota Batam. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 1(2), 109–116. https://doi.org/10.26533/jmd.v1i2.263
[8] Azis Muthalib, D. (2023). Pengaruh Kualitas Pelayanan Dan Kualitas Produk Terhadap Kinerja Usaha Home Boutique Di Kota Kendari. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 10(2), 83–93. https://doi.org/10.30640/ekonomika45.v10i2.776
[9] Berz, J. (2011). Using Social Media for Branding in Publishing Dr. Bettina Lis Assistant Professor Media Management (Prof. Dr. Heinz-Werner Nienstedt) Johannes Gutenberg University, Mainz. Online Journal of Communication and Media Technologies, 1(4), 193–213.
[10] Damayanti, S., Chan, A., & Barkah, C. S. (2021). Pengaruh Social Media Marketing terhadap Brand Image My Pangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9(3), 852–862. https://doi.org/10.26740/jim.v9n3.p852-862
[11] Diputri, A. T., & Afriani, A. L. (2022). Pengaruh Media Sosial Instagram terhadap Brand Image PT Hijau Indah Selaras. Jurnal Ilmu Komunikasi Jurnal Communicology, 10(2), 169–187. http://journal.unj.ac.id/
[12] Elezaj, S., Ramaj, V., & Elezaj, R. (2023). The Role of Innovation and Branding on Enterprise Sales Growth in Transition Countries. Academic Journal of Interdisciplinary Studies, 12(3), 123–134. https://doi.org/10.36941/ajis-2023-0065
[13] Farandori, F., & Anwar, M. (2021). Influence of Internal Marketing on Marketing Performance with Branding Strategy in PT. Jayaland Sidoarjo. IJEBD (International Journal of Entrepreneurship and Business Development), 4(4), 608–616. https://doi.org/10.29138/ijebd.v4i4.1480
[14] Ferreira, J., & Coelho, A. (2020). Dynamic capabilities, innovation and branding capabilities and their impact on competitive advantage and SME’s performance in Portugal: the moderating effects of entrepreneurial orientation. International Journal of Innovation Science, 12(3), 255–286. https://doi.org/10.1108/IJIS-10-2018-0108
[15] Hair, J. F., Black, W. C., Barry J. Babin, & Anderson, R. E. (2019). Multivariate Data Analysis nine edition. New Jersey: Prentice Hall.
[16] Hair, J. F., Tomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling. Research Gate, 46(1–2), 184–185. https://doi.org/10.1016/j.lrp.2013.01.002
[17] Handini, Y. D., Pangestuti, E., & Suharyono, S. (2021). Branding Capability, Innovation and Business Performance: Evidence from Small and Medium Enterprises Coffee Cafes in Indonesia.
[18] Hariandja, E. S., & Sartika, L. (2022). Effects of brand innovation and marketing dynamic capability on the performance of international hotels. Innovative Marketing, 18(1), 63–78. https://doi.org/10.21511/im.18(1).2022.06
[19] Hasan, G., & Leon, W. (2023). Effect Of Promotion Strategy, Price, Advertising, Quality Service, Customer Trust On Seafood Purchase Decision In Batam Mediation By Product Quality. Management Studies and Entrepreneurship Journal, 4(1), 189–199. http://journal.yrpipku.com/index.php/msej
[20] Hasan, G., & Lim, J. (2024). The Influence of Service Quality Factors on Customer Satisfaction in the Banking Sector in Batam City. International Journal of Scientific and Research Publications, 14(1), 369–380. https://doi.org/10.29322/ijsrp.14.01.2024.p14537
[21] Hutami, L. T. H., & Kurniawan, I. S. (2019). The Analysis of Marketing Performance in Yogyakarta SMEs. HOLISTICA – Journal of Business and Public Administration, 10(3), 170–180. https://doi.org/10.2478/hjbpa-2019-0036
[22] Indonesia, K. (2023). UMKM Indonesia. Kadin Indonesia. https://kadin.id/data-dan-statistik/umkm-indonesia/
[23] Kankam-Kwarteng, C., Amo, F., Osei, F., & Opoku Bediako, D. (2021). Service Innovation and Service Quality Effects on Marketing Performance of SMEs. Service Innovation and Service Quality Effects on Marketing Performance of SMEs. Innovation, 2(1), 1–10. https://doi.org/10.11648/j.innov.20210201.12
[24] Khamaludin, Syam, S., Rismaningsih, F., Lusiani, Arlianti, L., Herlani, A. F., Fahlevi, M., Rahmadi, R., Windyasari, V. S., & Widiyatun, F. (2021). The influence of social media marketing, product innovation and market orientation on Indonesian SMES marketing performance. International Journal of Data and Network Science, 6(1), 9–16. https://doi.org/10.5267/J.IJDNS.2021.11.002
[25] Kusmanto, Astuti, W., & Harsono. (2022). The Influence of Service Quality, Competence, Innovation and Competitive Advantage on Marketing Performance. International Journal of Advances in Scientific Research and Engineering, 08(08), 11–22. https://doi.org/10.31695/ijasre.2022.8.8.2
[26] Liedfray, T., Waani, F. J., & Lasut, J. J. (2022). Peran Media Sosial Dalam Mempererat Interaksi Antar Keluarga Di Desa Esandom Kecamatan Tombatu Timur Kabupaten Minahasa Tenggara. Jurnal Ilmiah Society, 2(1).
[27] Ni Komang Ayu Darma, P., Ni Luh Kadek Laksmi, W., Luh Sri, D., & Rimalinda, L. (2023). Pengaruh Media Sosial Instagram Dalam Membentuk Brand Image Bvlgari Resort Bali. INSPIRE: Journal of Culinary, Hospitality, Digital & Creative Arts and Event, 1(1), 20–28.
[28] Nilowardono, S. (2022). Pengaruh Product Innovation Terhadap Brand Loyalty Melalui Brand Love Pada Konsumen Smartphone Android. Edunomika, 06(01), 1–23.
[29] Norleen Rose Servan Aguilar, Chelsea May Manalon Ongon, Hans Gio Samulde, Bea Marie Sibayan Cleofe, Aldrin Evangelista Gerpacio, & Maria Cristina Flores Melo. (2022). Influence of social media marketing on the brand performance of the students’ small online businesses. World Journal of Advanced Research and Reviews, 16(2), 876–886. https://doi.org/10.30574/wjarr.2022.16.2.1265
[30] Nugraha, A. R., & Putri, C. U. (2020). Proses Branding Melalui Pengelolaan Media Sosial pada PT. SDO. Jurnal Khatulistiwa Informatika, 20(1), 72– 77. http://ejournal.bsi.ac.id/ejurnal/index.php/cakrawala
[31] Phuong, L. N., Tuan, K. C., Duc, N. N., & Thi, U. N. (2022). The Impact of Absorption Capability, Innovation Capability, and Branding Capability on Firm Performance—An Empirical Study on Vietnamese Retail Firms. Sustainability (Switzerland), 14(11). https://doi.org/10.3390/su14116422
[32] Prasetio, A., & Zahira, S. E. (2021). Pengaruh Social Media Marketing Pada Brand Image dan Brand Trust Terhadap Purchase Intention Produk Kosmetik Sariayu Martha Tilaar. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 6(3), 663–677. http:jim.unsyiah.ac.id/ekm
[33] Primanto, A. B., & Athia, I. (2020). Masih Pentingkah Kemampuan Pemasaran Pada Era Media Sosial Pemasaran? Jurnal Inspirasi Bisnis Dan Manajemen, 4(1), 45. https://doi.org/10.33603/jibm.v4i1.3357
[34] Puchase, S., & Volery, T. (2020). Marketing innovation: a systematic review. Journal of Marketing Management, 36(9–10), 763–793. https://doi.org/https://doi.org/10.1080/0267257X.2020.1774631
[35] Purwanti, I., Lailyningsih, D. R. N., & Suyanto, U. Y. (2022). Digital Marketing Capability and MSMEs Performance: Understanding the Moderating Role of Environmental Dynamism. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(3), 433–448. https://doi.org/10.20473/jmtt.v15i3.39238
[36] Rachmahsari, A. (2021). Pengaruh Inovasi Produk Dan Product Knowledge Terhadap Brand Awareness Letterpress.Co. Performa, 6(2), 114–123. https://doi.org/10.37715/jp.v6i2.2057
[37] Ramadhan, R. A., & Nasito, M. (2023a). Analisis Pengaruh Inovasi Produk dan Kualitas Produk terhadap Kinerja Operasional Perusahaan (Studi pada Brand Erigo di Marketplace Shopee). Selekta Manajemen, 02(02).
[38] Ramadhan, R. A., & Nasito, M. (2023b). Analisis Pengaruh Inovasi Produk dan Kualitas Produk terhadap Kinerja Operasional Perusahaan (Studi pada Brand Erigo di Marketplace Shopee). Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 02(02), 86–97. https://journal.uii.ac.id/selma/index
[39] Reimann, C., Carvalho, F., & Duarte, M. (2021). The influence of dynamic and adaptive marketing capabilities on the performance of portuguese smes in the b2b international market. Sustainability (Switzerland), 13(2), 1–23. https://doi.org/10.3390/su13020579
[40] Reynaldi, V. F., Ellitan, L., & Kristanti, M. M. (2022). Role of Social Media toward Brand Performance through Mediation of Customer’s Satisfaction. Journal of Entrepreneurship & Business, 3(1), 1–13. https://doi.org/10.24123/jeb.v3i1.4699
[41] Rusdi, R., Armiani, A., & Murjana, I. M. (2023a). Pengaruh Media Sosial, E-Commerce, dan Website terhadap Kinerja UMKM pada UMKM Tenun di Lombok Tengah. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 1(4). https://doi.org/10.57141/kompeten.v1i4.24
[42] Rusdi, R., Armiani, A., & Murjana, I. M. (2023b). Pengaruh Media Sosial, E-Commerce, dan Website terhadap Kinerja UMKM pada UMKM Tenun di Lombok Tengah. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 1(4), 169–177. https://doi.org/10.57141/kompeten.v1i4.24
[43] Safeer, A. A., He, Y., Lin, Y., Abrar, M., & Nawaz, Z. (2021). Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective. International Journal of Emerging Markets, 18(3), 685–704. https://doi.org/https://www.emerald.com/insight/content/doi/10.1108/IJOEM-09-2020-1128/full/html
[44] Setya Saputra, A., Israwan Setyoko, P., & Kurniasih, D. (2022). The Role of Social Media, Innovation and Branding Capabilities on Hospital Marketing Performance During The Covid-19 Pandemic and Industry Revolution 4.0 Era. Journal of Industrial Engineering & Management Research, 3(5), 100– 111.
[45] Shandy, V. M., Mulyana, A., & Harsanto, B. (2023). Social media richness, brand equity, and business performance: An empirical analysis of food and beverage SMEs. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2244211
[46] Simbolon, P. S., & Sukresna, I. M. (2022). Analisis Pengaruh Inovasi Produk, Komunikasi Pemasaran Dan Kualitas Produk Terhadap Citra Merek Dan Kepercayaan Merek. Jurnal Studi Manajemen Organisasi, 18(2), 39–48. https://doi.org/10.14710/jsmo.v18i2.39181
[47] Sukriani, N. (2022). Pengaruh Inovasi Dan Kreatifitas Terhadap Kinerja Usaha Pelaku Umkm Kuliner Di Kota Pekanbaru. Jurnal Bisnis Kompetitif, 1(2), 64–71. https://doi.org/10.35446/bisniskompetif.v1i2.998
[48] Sultoni, M. H., Sudarmiatin, Hermawan, A., & Sopiah. (2022). Digital marketing, digital orientation, marketing capability, and information technology capability on marketing performance of Indonesian SMEs. International Journal of Data and Network Science, 6(4), 1381–1388. https://doi.org/10.5267/j.ijdns.2022.5.013
[49] Suparnoh, S., Andrea Permana, Taim, & Ari Santoso. (2021). Peran Lama Usaha dalam Memoderasi Pengaruh Kapabilitas Komunikasi Sosial Media Terhadap Kinerja Pemasaran. MASTER: Jurnal Manajemen Strategik Kewirausahaan, 1(1), 79–90. https://doi.org/10.37366/master.v1i1.159
[50] Suryana, A., Zein, D., Sumartias, S., & Gemiharto, I. (2019). Pengaruh Strategi Komunikasi Pemasaran, Budaya Organisasi, Karakteristik Individu Inovatif Dan Komitmen Organisasional Terhadap Kinerja Usaha Kecil Dan Menengah. Jurnal Manajemen Komunikasi, 3(2), 185. https://doi.org/10.24198/jmk.v3i2.20754
[51] Taan, H., Radji, D. L., Rasjid, H., & Indriyani. (2021). Social Media Marketing Untuk Meningkatkan Brand Image. Journal of Management & Business, 4(1), 315–330. https://doi.org/10.37531/sejaman.v4i1.1268
[52] Tajvidi, R., & Karami, A. (2021). The effect of social media on firm performance. Computers in Human Behavior, 115. https://doi.org/10.1016/j.chb.2017.09.026
[53] Tamin, M., & Abdul Adis, A.-A. (2020). The Impact Of Firm’s Capabilities On Digital Brand Performance Of Sme’s Online Business. Malaysian Journal of Business and Economics (MJBE), 2. https://doi.org/10.51200/mjbe.v0i0.2133
[54] Tria, L., Hutami, H., & Soni Kurniawan, I. (2020). The Effect of International Marketing and Marketing Communication on Marketing Performance at Yogyakarta’s SMEs. In International Journal of Innovation, Creativity and Change. www.ijicc.net (Vol. 11, Issue 5). www.ijicc.net
[55] Turner, dana p. (2022). Teknik Purposive Sampling: Definisi, Tujuan, dan Syarat. Sampoerna University. https://www.sampoernauniversity.ac.id/id/purposive-sampling-adalah/
[56] Wibowo, C. A. (2022). Pengaruh Digital Marketing, Product Innovation Terhadap Customer Interesting Dengan Brand Image Sebagai Variabel Intervening. In Universitas Islam Sultan Agung (pp. 1–93).
[57] Widi, S. (2022). Indonesia Miliki 131.414 Perusahaan Perdagangan pada 2021. Data Indonesia. https://dataindonesia.id/industriperdagangan/detail/indonesia-miliki-131414-perusahaan-perdagangan-pada-2021
[58] 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), 1–14. https://doi.org/10.26668/businessreview/2023.v8i5.1688
[59] Yasa, N. N. K., Giantari, I. G. A. K., Setini, M., Sarmawa, W., Laksmit, P., Rahmayanti, D., & Dharmanegara, I. B. A. (2020). Service strategy based on Tri Kaya Parisudha, social media promotion, business values and business performance. Management Science Letters, 10(13), 2961–2972. https://doi.org/10.5267/j.msl.2020.5.029
[60] Yuniartika, M. D. (2022). Analisis Pengaruh Brand Experience dan Brand Innovation terhadap Brand Loyalty dengan Brand Trust Sebagai Variabel Mediasi pada Pelanggan Grace and Glow di Surabaya. In Universitas Dinamika.
[61] Zahara, Z., Ikhsan, Santi, I. N., & Farid. (2023). Entrepreneurial marketing and marketing performance through digital marketing capabilities of SMEs in post-pandemic recovery. Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2204592

Keywords:

Marketing, Performance, Branding.