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

Kussudyarsana Kussudyarsana (), Bella Febrianti and Soepatini
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Kussudyarsana Kussudyarsana: Universitas Muhammadiyah Surakarta
Bella Febrianti: Universitas Muhammadiyah Surakarta
Soepatini: Universitas Muhammadiyah Surakarta

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 838-847 from Springer

Abstract: 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.

Keywords: Advertisement SocialMedia; Product Quality; Sales Performance; and SMEs Solo Raya (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-204-0_69

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