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

In: Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

Author

Listed:
  • Kussudyarsana Kussudyarsana

    (Universitas Muhammadiyah Surakarta)

  • Bella Febrianti

    (Universitas Muhammadiyah Surakarta)

  • Soepatini

    (Universitas Muhammadiyah Surakarta)

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.

Suggested Citation

  • Kussudyarsana Kussudyarsana & Bella Febrianti & Soepatini, 2024. "The Effect of Social Media Advertising, Product Quality, and Market Orientation on MSME Resilience with Sales Performance as a Mediation Variable," Advances in Economics, Business and Management Research, in: Huda Maulana & Muhammad Sholahuddin & Muhammad Anas & Zulfikar Zulfikar (ed.), Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), pages 838-847, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-204-0_69
    DOI: 10.2991/978-94-6463-204-0_69
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