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Social Media mediated by Innovation Capability can improve the Marketing Performance of Processing SMEs

Year: 2025

Type: article

Abstract: This causal associative research aims to uncover how social media capabilities and Innovation can improve the marketing performance of processing SMEs on the island of Lombok, West Nusa Tenggara. This study uses a quantitative method by sending and documenting questionnaires to 182 processing SME respondents spread across 5 (five) cities on the island of Lombok, West Nusa Tenggara, namely West Lombok Regency, Central Lombok Regency, East Lombok Regency, North Lombok Regency and Mataram City. The results of this research revealed that social media affects the performance of SMEs, innovation capabilities affect the performance of SMEs and social media affects the performance of processing SMEs on the island of Lombok, West Nusa Tenggara, through the mediation of innovation capabilities.

Source: EKSYAR Jurnal Ekonomi Syari ah & Bisnis Islam

DOI: 10.54956/eksyar.v11i2.666

Authors: Muhammad Zainuddin, Annuridya Rosyidta Pratiwi Octasylva, Edward Sahat Tampubolon, Afina Putri Vindiana

Institution: Institut Teknologi Indonesia

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDGs: Industry, innovation and infrastructure, Decent work and economic growth

Open Access status: diamond

Funder: Universitas Negeri Malang