Social Media Marketing and Marketing Performance on New SME: A Moderating Consumer Innovativeness
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Abstract
Small Medium Enterprise (SME) is the backbone of a country’s economy. The support from the government emerges many SMEs that run various businesses. However, selling new products or brands from new business is not an easy task. The use of social media as part of marketing activities is an easy and inexpensive way to introduce a new product to consumers, especially to those consumers who can easily accept the new product. This study aims to explore moderating consumer innovativeness from social media marketing and marketing performance relationship on new SME. Survey technique was used for this research, and data were obtained from 96 respondents who have consumed new SME’s products. Data were processed and analyzed using WarpPLS. The results of this research showed that marketing performance on new SME was influenced by social media marketing. Consumer innovativeness moderated the influence of social media marketing toward marketing performance on new SME.