Enhancing Marketing Performance of Processed Food SMEs in Semarang City through Strengthening Brand Image via Social Media Marketing and Service Quality
Keywords:
marketing performance, service quality, social media marketing, Brand Image
Abstract
Marketing through internet-based platforms, or electronic marketing (e-marketing), has experienced significant growth. This trend is driven by rapid technological advancements, particularly the internet, which facilitates easier access to information, seamless communication, and the elimination of geographical barriers. This study aims to examine the influence of social media marketing and service quality on brand image in processed food MSMEs in Semarang City. The sampling technique employed is purposive sampling, involving 100 respondents selected from the target population. The research utilizes two main analytical approaches: (1) Confirmatory Factor Analysis within the Structural Equation Modeling (SEM) framework; and (2) Regression Weight Analysis using SEM. The outcomes of this model are expected to contribute positively to the performance sustainability of processed food MSMEs in Semarang, offering both practical managerial implications and academic contributions through the formulation of scientific articles and measurement instruments. Managerial recommendations are directed at helping MSMEs formulate strategies to maintain business continuity and encourage consumer loyalty toward their processed food products
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Amalia, S. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam, 6(1), 660–669.
Anizir; Wahyuni, R. (2017). Pengaruh Social Media Marketing Terhadap Brand Image Perguruan Tinggi Swasta Di Kota Serang. Jurnal Sains Manajemen, 3(2), 0. http://e- jurnal.lppmunsera.org/index.php/SM/article/view/25
Drury, Glen. (2008). Social Media: “Should Marketers Engage and How can it be Done Effectively’. Journal of Direct. Data and Digital Marketing Practice. (9). 274-277.
Dinas Koperasi, UMKM, kabupaten G. (2020). Perkembangan Data Usaha Mikro, Kecil & Mengengah (Umkm) Gorontalo 2020. Dinas Koperasi Usaha Mikro Kecil dan Menengah kabupaten Gorontalo.
Fauzi, L. M. & A. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian ( Survei Online pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/ 2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks. Jurnal Administrasi Bisnis (JAB), 58(1), 190–199.
Ferdinand. 2002. Metode Penelitian Manajemen : Pedoman Penelitian Untuk Skripsi, Tesis, dan Desertasi Ilmu Manajemen, Semarang : Badan Penerbit Universitas Diponegoro.
Gunelius, Susan. (2011). 30-Minute Social Media Marketing. United States: McGraw-Hill Companies.
Ghozali Imam (2006), Aplikasi Analisis Multivariate dengan program SPSS , Badan Penerbit Universitas Diponegoro Semarang
Istijanto. (2009). Aplikasi Praktis Riset Pemasaran (2nd ed.). PT Gramedia Pustaka Utama.
Kertajaya, Hermawan. (2007). Positioning, Differensiasi, dan Brand. Jakarta: Gramedia Pustaka Utama.
Kotler, Philip, Armstrong, Garrt, (2008). Prinsip-Prinsip Pemasaran Jilid 1, Erlangga, Jakarta.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML- 07-2019-0453
Kotler and Keller. (2018). Manajemen Pemasaran, Edisi Ke Dua Belas Jilid 1 (3rd ed.). PT. INDEKS.
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing , Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J . Co Donuts & Coffee Semarang Pendahuluan. 7, 25–31.
Kusuma, B. A., Primadani, B., & Putri, S. (2019). Pengaruh Social Media Marketing Terhadap Brand Equity. JIM UPB, 7. DOI: 10.37531/sejaman.v4i1.1268
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. Textile Network, 8(5–6), 34–35.
Monita, T. (2019). Pengaruh Media Sosial Dan Brand Awareness Terhadap Brand Equity Erha Clinic Center Surabaya. 1–15.
Novila Mileva, D. (2018). Pengaruh Social Media Marketing Dan Persepsi Kualitas Terhadap Niat Beli Surabaya Snowcake (Studi Pada Masyarakat Surabaya Timur). Jurnal Ilmu Manajemen (JIM), 7(2), 446–452.
Pham, P.H. and Gammoh, B,.S. (2015). Cgaracteristics of social-media marketing strategy and customer-based brand equity outcomes: a conceptual model. International Journal of Internet Marketing and Advertisting. Vol 9. Issye 4. Pp. 321-337.
Ratana, M. (2018). Pengaruh Social Media Marketing Terhadap Ekuitas Merek( Program Crowdscourcing Foto Periode 18 Juli 2016 – 2 April 2017 di Instagram ) The Effect Of Social Media Marketing On Brand Equity ( Photo Crowdsourcing Program from July 18 , 2016 until April 2 , . April 2017, 13–28.
Rangkuti, Freddy (2002), Measuring Customer Satisfaction, Jakarta: Gramedia Pustaka Utama.
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Silaningsih, E., & Utami, P. (2018). Pengaruh Marketing Mix Terhadap Minat Beli Konsumen Pada Usaha Mikro Kecil Dan Menengah (Umkm) Produk Olahan Makanan Ringan. Jurnal Sosial Humaniora, 9(2), 144. https://doi.org/10.30997/jsh.v9i2.1382
Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
Sugiyono. (2018a). Metode Penelitian (kuantitatif, kualitatif dan R&D (28th ed.). Alfabeta. Sugiyono. (2018b). Metode Penelitian Manajemen (Setiyawami (ed.); 6th ed.). Alfabeta.
Taan, Hapsawati. (2010). Jurnal-Manajemen-Dan-Akuntansi-Peran-Riset-Pemasaran-Dalam- Pengambilan-Keputusan-Manajemen. https://repository.ung.ac.id/karyailmiah/show/861/jurnal-manajemen-dan- akuntansi-peran-riset-pemasaran-dalam-pengambilan-keputusan-manajemen.html/Diakses 11 April 2021
Taan, Hapsawati. (2016). Jurnal-Manajemen-Peran-Promosi-Dan-Tata-Kelola-Wisata-Religi- Bongo-Dalam-Meningkatkan-Daya-Saing-Pariwisata-Di-Kabupaten-Gorontalo.Pdf (p. vol. 2, NO. 2). https://repository.ung.ac.id/karyailmiah/show/873/jurnal-manajemen-peran- promosi-dan-tata-kelola-wisata-religi-bongo-dalam-meningkatkan-daya-saing- pariwisata-di-kabupaten-gorontalo.html / diakses 11 April 2021
Taan, Hapsawati. & Radji, Djoko Lesmana. (2019). How Does The Relationship Between
Lifestyle With Consumer Decisions In Buying Motorbikes? Jambura Science of Management, 1(2), 38–47. https://doi.org/10.37479/jsm.v1i2.2495
Tuten, Tracy L and Solomon, Michael R. (2017). Social Media Marketing. California: SAGE Publications, Inc.
Tjiptono. (2008). Strategi Bisnis Pemasaran. Yogyakarta: Andi.
Utomo, I. W. (2017). Pengaruh Brand Image, Brand Awareness, dan Brand Trust Terhadap Brand Loyalty Pelanggan Online Shopping (Studi Kasus Karyawan Di BSI Pemuda). Jurnal Komunikasi, VIII(1), 80.http://ejournal.bsi.ac.id/ejurnal/index.php/jkom/article/view/2327/1
Published
2025-05-21
How to Cite
Destine Fajar Wiedayanti, Karnowahadi, Bagus Yunianto Wibowo, & Nanang Adie Setyawan. (2025). Enhancing Marketing Performance of Processed Food SMEs in Semarang City through Strengthening Brand Image via Social Media Marketing and Service Quality. International Journal of Economics, Business and Innovation Research, 4(03), 851-865. https://doi.org/10.63922/ijebir.v4i03.1817
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