Peran Lama Usaha dalam Memoderasi Pengaruh Kapabilitas Komunikasi Sosial Media Terhadap Kinerja Pemasaran
The role of business length in moderating the influence of social media communication capabilities on marketing performance
Abstract
Penelitian menguji peran lama usaha dalam memoderasi pengaruh kapabilitas komunikasi sosial media terhadap kinerja pemasaran. Data dalam penelitian ini diperoleh kuesioner yang disebarkan kepada pelaku usaha yang membangun bisnisnya secara online di daerah Cikarang. 56 kuesioner berhasil dikumpulkan, terdapat 52 kuesioner yang valid. Penelitian ini menggunakan analisis moderasi yang diolah menggunakan software Smart PLS versi 3.0. Hasil penelitian menunjukkan bahwa lama usaha memoderasi pengaruh kapabilitas komunikasi sosial media terhadap kinerja pemasaran (path. 0,238 Sig. 0,078).
This study examines the role of business length in moderating the influence of social media communication capabilities on marketing performance. The data in this study obtained a questionnaire that was distributed to business people who built their business online in the Cikarang area. 56 questionnaires were successfully collected, there are 52 valid questionnaires. This study uses moderation analysis which is processed using Smart PLS version 3.0 software. The results showed that the length of effort moderated the effect of social media communication capabilities on marketing performance (path. 0.238 and Sig. 0.078).
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