Pengaruh E-Commerce terhadap Marketing Performance UMKM Sektor F&B di Kota Banda Aceh yang Dimediasi oleh Competitive Advantage

Farhan Hamdi Abdillah, Irma Suryani, Nurhalis Nurhalis

Abstract


This study aims to investigate the effect of E-commerce on Marketing Performance mediated by Competitive Advantage in MSMEs in the F&B (Food & Beverage) sector in Banda Aceh City. The sample used in this study consists of 187 respondents, selected using non-probability sampling with the accidental sampling method. This research employs a quantitative method with primary data collected through questionnaires. The data analysis method in this study uses the Statistical Package for Social Sciences (SPSS) software to analyze the influence between the variables studied. The results of this study indicate that E-commerce has a significant effect on the Marketing Performance of MSMEs in Banda Aceh City, and Competitive Advantage partially mediates the effect of E-commerce on Marketing Performance.

Keywords


E-commerce; Marketing Performance; Competitive Advantage

Full Text:

PDF

References


Akbar, M. A., & S. N. Alam. (2020). E-commerce Dasar Teori Dalam Bisnis Digital. Medan : Yayasan Kita Menulis.

Alrubaiee, Laith & Jubouri, Mahmood & Al-Khawaldeh, Mohammad & Hanandeh, Raed & Jubouri, Mohammad & Al-Khawaldeh,. (2015). The Mediating Effect of E-commerce on the Relationship between Innovation Orientation and Competitive Advantage. International Journal of Multidisciplinary Research and Development. 2. 467-473.

Badan Pusat Statistik Kota Banda Aceh. (2021). https://bandaacehkota.bps.go.id/statictable/2021/08/26/112/jumlah-

Dinas Koperasi dan UKM Aceh. (2022). Data UMKM di Banda Aceh. https://datakumkm.acehprov.go.id/index.php/umkm

Ehmke, Cole, (2008), Strategies for Competitive Advantage. Paper of Agricultural and Applied Economics Department. University of Wyoming, Amerika

Grant, Robert M. (2003). Manajemen Stratejik. Mediator. Jakarta.

Guarda T., Augusto M., Silva C. (2012). Competitive Advantage in E-commerce: The Case of Database Marketing. Business, Economics, Financial Sciences, and Management. Advances in Intelligent and Soft Computing. 143. pp. 123-130. Berlin, Heidelberg: Springer.

Hariandi, Irwan, T.A. Gumanti, dan E. Wahyudi. (2019). E-commerce, Competitive Advantage And Business Performance Of Banyuwangi Small And Medium-Sized Enterprises. International Journal Of Scientific & Technology Research. 8. Issue 08. ISSN 2277-8616. P.1218

Harmayani, H. (2020). E-commerce: Suatu Pengantar Bisnis Digital. Medan : Yayasan Kita Menulis.

Hartanty, I. T., & Ratnawati, A. (2013). PENINGKATAN KINERJA PEMASARAN MELALUI OPTIMALISASI KEUNGGULAN BERSAING. Jurnal Ekonomi Dan Bisnis, 14(1), 72–89. https://doi.org/10.30659/ekobis.14.1.72-89

Hendrawan, A., Sucahyowati, H., & Cahyandi, K. (2018). E-commerce in Small and Medium Enterprises (SMEs) in order to Improve Performance. Jurnal Terapan Manajemen Dan Bisnis, 4(2), 208. https://doi.org/10.26737/jtmb.v4i2.1025

Hernikawati Dewi. (2022). DAMPAK PANDEMI COVID 19 TERHADAP USAHA MIKRO, KECIL DAN MENENGAH (UMKM) DI KOTA PALEMBANG. Majalah Ilmiah Semi Populer Komunikasi Massa. 3(1). 9-17. https://jurnal.kominfo.go.id/index.php/mkm/article/view/5019

Jansen, B.J. (2006). An Examination Of Searcher’s Perceptions Of Nonsponsored And Sponsored Links During E-commerce Web Searching. Journal Of The American Society For Information Science And Technology, 57(14):1949–1961

Kiyabo, K. and Isaga, N., 2020. Entrepreneurial orientation, Competitive Advantage, and SMEs’ performance: application of firm growth and personal wealth measures. Journal of Innovation and Entrepreneurship, 9(1), p.12.

Laily, N., & Kurniawan, R. Y. (2016). Analisis Pengaruh Perkembangan Usaha Kecil Menengah (Ukm) Terhadap Pertumbuhan Produk Domestik Regional Bruto (PDRB). Jurnal Pendidikan Ekonomi (JUPE). 4(3). 1–4. https://doi.org/10.26740/jupe.v4n3.p

Manisha Mathur. (2013).Drivers of channel equity: Linking strategic marketing decisions to market performance. The Marketing Review. 13(4). pp. 393-414(22).

Pardi,Suharyono, Suyadi Imam, Arifin Zainul. (2014). The Effect of Market Orientation and Entrepreneurial Orientation toward Learning Orientation, Innovation, Competitive Advantages and Marketing Performance. European Journal of Business and Management. 6(21). www.iiste.org.

Porter, Michael E. (2008), "The Five Competitive Forces That Shape Strategy." Special Issue on HBS Centennial. Harvard Business Review 86(1). P. 78–93.

Prasetyo, D D. (2021). “E-commerce Untuk Pengembangan Penjualan Produk Umkm Di Desa Subah Dengan Rekomendasi Produk Menggunakan Algoritma”. Jurnal Pengembangan Rekayasa dan Teknologi. 17(4). 108–14.

Roisman, N., (2024). PENGARUH E-COMMERCE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PT. TELKOM INDONESIA SUKABUMI. Mufakat: Jurnal Ekonomi, Manajemen dan Akuntansi, 3(1), pp.253-272.

Salah, O. H., & Ayyash, M. M. (2024). E-commerce adoption by SMEs and its effect on marketing performance: An extended of TOE framework with ai integration, innovation culture, and customer tech-savviness. Journal of Open Innovation, 10(1), 100183. https://doi.org/10.1016/j.joitmc.2023.100183

Supardi, Julian. (2009). Rancang Bangun Collaborative System Pemasaran Hotel Secara on-line Dengan Pendekatan Mediator based. Jurnal Sistem Informasi Fasilkom Unsri Vol 1 No 2

Tjiptono, F & Chandra, G. (2012). Pemasaran Strategik. Yogyakarta: ANDI Turban, King, Lee, & Viehland. (2004). Electronic Commerce a Managerial Perspective. New Jersey : Pearson Education International. p. 3

Yudith, Novi Febriyanto, (2005). Analisis Distribusi Selling-In untuk Meningkatkan Kinerja Pemasaran (Dalam Hubungan Antara PT. Expand Berlian Mulia dengan Outlet-Outletnya di Wilayah Jawa Tengah dan DIY). Tesis. Program Magister Manajemen Pascasarjana, Universitas Diponegoro, Semarang.




DOI: https://doi.org/10.24815/jimen.v10i2.31553

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.