The Impact of Social Media and Innovation Strategy on the Marketing Performance of Small and Medium Sized Enterprises (Smes) in Bekasi City, Indonesia

Abstract

Purpose: The aim of this study is to see how social media and new product development affect the marketing efficiency of micro, small and medium enterprises in the Bekasi area. Indonesia. Theoretical Structure: This research was conducted using incidental sampling technique with a total sample of 100 respondents. Questionnaires are used as a data collection method to find out how much social media and product innovation affect the marketing performance of MSMEs in the city of Bekasi, Indonesia. Methodology: The research method used is quantitative method, while the analysis used in this research is descriptive analysis with multiple linear regression models. Results: The findings show that (1) the use of social media has a positive and significant impact on the performance of SME businesses, (2) innovation has a positive and significant impact on the performance of MSMEs. Findings: limited use of social media and limited innovation. Research, Practical & Social Implications: Studies on maximizing social media and innovation strategies play a very large role in the marketing performance of MSMEs in the city of Bekasi, Indonesia. This research is expected to motivate MSMEs in other cities to continue to utilize social media and innovation strategies. Originality/Value: Research on the model of the influence of variables both from outside the company environment and from within the company simultaneously in the city of Bekasi Indonesia has never been done before by other researchers.