WIBAWANI, Fitria (2024) Analysis The Influence Of Social Media Usage On Marketing Performance. Skripsi thesis, Universitas Jenderal Soedirman.
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Abstract
This study aims to analyze the influence of relative advantage, cost-effectiviness, entrepreneurial, and social media usage as mediating variables on marketing performance. This research is a type of survey research with a quantitative approach through the distribution of online questionnaires to people who know the local products of Banyumas MSMEs. The sample used in this study was 100 respondents taken based on the non-probability sampling method with purposive sampling techniques. Based on the results of research using SEM analysis PLS software shows that relative advantage, cost-effectiviness, entrepreneurial can affect the improvement of marketing performance. In this study, social media usage can mediate marketing performance. This study can provide input for MSMEs regarding improving marketing performance by exploring the use of
| Item Type: | Thesis (Skripsi) |
|---|---|
| Nomor Inventaris: | C24077 |
| Uncontrolled Keywords: | Relative Advantage, Cost-Effectiviness, Entrepreneurial, Social Media Usage, Marketing Performance |
| Subjects: | I > I260 Internet marketing P > P142 Performance |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Mrs. Fitria Putri Wibawani |
| Date Deposited: | 16 Jan 2024 06:50 |
| Last Modified: | 16 Jan 2024 06:50 |
| URI: | http://repository.unsoed.ac.id/id/eprint/25097 |
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