PERAN SOCIAL MEDIA MARKETING DAN AMBIDEXTERITY DALAM MENINGKATKAN KINERJA PEMASARAN (Studi pada UMKM Olahan Ikan di Banten)

Marliani, Retni (2025) PERAN SOCIAL MEDIA MARKETING DAN AMBIDEXTERITY DALAM MENINGKATKAN KINERJA PEMASARAN (Studi pada UMKM Olahan Ikan di Banten). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study analyzes the role of social media marketing and ambidexterity on marketing performance. Researchers identified challenges faced by MSMEs, such as decreased sales and decreased market share due to technological limitations in accessing the market. The population in the study was processed fish MSMEs in Banten that use WhatsApp as a marketing medium. Through a descriptive quantitative approach, the sampling technique used non-probability sampling, namely purposive sampling with judgment sampling techniques. Data were collected through a structured questionnaire (google form) with an interval scale of 1 (strongly disagree) to 10 (strongly agree), which was distributed by fisheries extension workers and fisheries marine product quality coaches at the District / City Fisheries Service throughout Banten Province. The data analysis technique uses Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software, from the specified number of samples only 105 respondents meet the criteria. The results showed that entrepreneurial orientation has a significant effect on marketing performance, with ambidexterity as a mediator. The role of social media marketing has a positive influence, but does not significantly moderate the relationship. The findings suggest that processed fish MSMEs focus on improving entrepreneurial orientation and ambidexterity and utilize social media marketing to improve competitiveness and marketing performance. Performance;

Item Type:

Thesis (Master)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Ramdansyah, Agus David	197110222009121002
Thesis advisor	Nupus, Hayati	197708122008122002

Additional Information:

Penelitian ini menganalisis peran social media marketing dan ambidexterity terhadap kinerja pemasaran. Peneliti mengidentifikasi tantangan yang dihadapi oleh UMKM, seperti penurunan penjualan dan penurunan pangsa pasar akibat keterbatasan teknologi dalam mengakses pasar. Populasi dalam penelitian adalah UMKM olahan ikan di Banten yang menggunakan WhatsApp sebagai media pemasaran. Melalui pendekatan kuantitatif deskriptif, teknik pengambilan sampel menggunakan non probability sampling, yaitu purposive sampling dengan teknik judgement sampling. Data dikumpulkan melalui kuesioner terstruktur (google formulir) dengan skala interval 1 (sangat tidak setuju) hingga 10 (sangat setuju), yang disebarkan oleh penyuluh perikanan dan pembina mutu hasil kelautan perikanan di Dinas Perikanan Kabupaten/Kota se-Provinsi Banten. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4, dari jumlah sampel yang ditentukan hanya 105 responden yang memenuhi kriteria. Hasil penelitian menunjukkan bahwa orientasi kewirausahaan berpengaruh signifikan terhadap kinerja pemasaran, dengan ambidexterity sebagai mediator. Peran social media marketing memiliki pengaruh positif, namun tidak secara signifikan memoderasi hubungan tersebut. Temuan ini menyarankan agar UMKM olahan ikan fokus pada peningkatan orientasi kewirausahaan dan ambidexterity serta memanfaatkan social media marketing untuk meningkatkan daya saing dan kinerja pemasaran.

Uncontrolled Keywords:

Entrepreneurial Orientation; Social Media Marketing; Ambidexterity; Marketing MSMEs; Fish Processing Industry Banten. Orientasi Kewirausahaa; Social Media Marketing; Ambidexterity; Kinerja Pemasaran; UMKM; Industri Pengolahan Ikan; Banten.

Subjects:

H Social Sciences > H Social Sciences (General)

Divisions:

08-Pascasarjana > 61101-Magister Manajemen
05-Fakultas Ekonomi dan Bisnis

Depositing User:

Mrs Retni Marliani

Date Deposited:

16 Jun 2025 03:24

Last Modified:

16 Jun 2025 03:24

URI:

http://eprints.untirta.ac.id/id/eprint/49552

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