PENGGUNAAN SOSIAL MEDIA PEMASARAN DAN KEMAMPUAN DIGITAL TERHADAP KINERJA PEMASARAN MELALUI PERSEPSI IKLAN SEBAGAI VARIABEL MEDIATING

Abstract

SMEs in the service sector face significant challenges in effectively utilizing social media marketing to enhance their marketing performance. One key issue is the varying levels of digital capability among SMEs, which can directly impact the effectiveness of their social media campaigns. This research utilizes a quantitative survey. The study population comprises service sector SMEs, totaling 867,532 businesses. Using Slovin’s formula with a 5% margin of error, the required sample size is calculated to be 224 respondents, ensuring statistical representation. Data collection is conducted through a structured questionnaire, utilizing a 5- point Likert scale. From the results it can be seen that social media marketing does not affect marketing performance. Social media marketing does not affect advertising perception. Digital capabilities have a significant effect on marketing performance. Digital capabilities have a significant effect on advertising perception. Advertising perception has a significant effect on marketing performance. Advertising perception does not mediate the relationship between social media marketing and marketing performance. Advertising perception mediates the relationship between digital capabilities and marketing performance.Social Media Marketing,