Abstract
Empowerment of technology and the use of digital media that are currently practiced through appropriate marketing strategies and tactics will be able to make businesses survive in the midst of the Covid-19 pandemic. Viral marketing strategy is a low-cost effective marketing strategy for mass targeting. Powerful viral promotions can reach thousands of consumers, can inspire them to buy certain branded products, and create a competitive advantage for businesses. This study takes the Tanggulangin leather craft SMEs as one of the centers of the leather industry in Indonesia, with the research variables being viral marketing message strategies, consumer attitudes towards viral marketing, competitiveness ability, and business performance. The study was conducted on 235 respondents who met the requirements of the research provisions. Data analysis using SmartPLS 3. The results obtained are that viral marketing massage has a direct positive effect on consumer attitudes towards viral marketing, competitiveness, and business performance. Consumer attitudes towards viral marketing have a direct positive effect on competitiveness and business performance. In addition, consumer attitudes towards viral marketing partially mediate the relationship between viral marketing messages and competitiveness, and competitive ability partially mediates the relationship between consumer attitudes towards viral marketing and business performance.
Highlights
Pandemi Covid-19 di Indonesia membawa dampak ke berbagai sektor ekonomi termasuk industri kerajinan kulit, salah satunya adalah Usaha Kecil dan Menengah (UKM) Kerajinan Kulit Tanggulangin, Sidoarjo
the use of digital media that are currently practiced through appropriate marketing strategies and tactics will be able to make businesses survive in the midst
The study was conducted on 235 respondents who met the requirements of the research provisions
Summary
Multiplikasi dampak upaya pemasaran sebuah bisnis dapat dilakukan melalui kombinasi teknologi dan strategi dan taktik pemasaran konvensional. Untuk menganalisa niat individu dalam mengadopsi dan menggunakan teknologi informasi baru, teori Technology Acceptance Model (TAM) menjadi rujukan dengan berfokus pada perceived usefulness (PU) dan perceived ease of use (EOU). Menurut Davis (1989), perceived usefulness merupakan tingkat kepercayaan seseorang bahwa menggunakan suatu teknologi tertentu akan meningkatkan kinerja mereka sedangkan perceived ease of use merujuk pada tingkat kepercayaan seseorang bahwa teknologi informasi dapat dengan mudah dipahami. Teori Diffusion of Innovation (DOI) memperjelas hubungan antara keputusan adopsi inovasi teknologi dengan kapasitas perusahaan dengan memberikan prediksi dampak nya pada atribut-atribut relative advantage, compatibility, complexity, trialability, and observability (Ahmad et al, 2019). Penelitian ini menggunakan kerangka kerja TOE yang dikombinasikan dengan beberapa karakteristik dari teori DOI untuk menyelidiki dampak adopsi media sosial terhadap kinerja UKM dari perspektif perilaku konsumen target berdasarkan teori TPB. Studi ini menggunakan dukungan pemilik/ manajemen media sosial UKM Kerajinan Kulit Tanggulangin, Sidoarjo sebagai proxy untuk konteks organisasi penuh
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