relation: https://eprints.untirta.ac.id/49552/
title: PERAN SOCIAL MEDIA MARKETING DAN AMBIDEXTERITY   DALAM MENINGKATKAN KINERJA PEMASARAN   (Studi pada UMKM Olahan Ikan di Banten)
creator: Marliani, Retni
subject: H Social Sciences (General)
description: 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;
date: 2025
type: Thesis
type: NonPeerReviewed
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language: en
identifier: https://eprints.untirta.ac.id/49552/1/Retni%20Marliani_7776230029_CP.pdf.pdf
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identifier: https://eprints.untirta.ac.id/49552/2/Retni%20Marliani_7776230029_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/49552/3/Retni%20Marliani_7776230029_01.pdf
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identifier: https://eprints.untirta.ac.id/49552/4/Retni%20Marliani_7776230029_02.pdf
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identifier: https://eprints.untirta.ac.id/49552/5/Retni%20Marliani_7776230029_03.pdf
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identifier: https://eprints.untirta.ac.id/49552/6/Retni%20Marliani_7776230029_04.pdf
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identifier: https://eprints.untirta.ac.id/49552/7/Retni%20Marliani_7776230029_05.pdf
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identifier: https://eprints.untirta.ac.id/49552/8/Retni%20Marliani_7776230029_Ref.pdf
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language: en
identifier: https://eprints.untirta.ac.id/49552/9/Retni%20Marliani_7776230029_Lamp.pdf
identifier:   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.