Strategi Pemasaran Korean Street Food Pada UMKM Di Pasar Cidu Makassar Untuk Meningkatkan Volume Penjualan Dengan Media Sosial Sebagai Variabel Intervening
DOI:
https://doi.org/10.59024/jise.v2i4.997Keywords:
Marketing Strategy, Sales Volume, Social Media, MSMEs, Korean Street FoodAbstract
This research aims to investigate the effect of Korean Street Food marketing strategies on MSMEs in Pasar Cidu Makassar on increasing sales volume, with social media as an intervening variable. Quantitative methods were used in this research by collecting data through surveys of 50 MSME owners or managers at Pasar Cidu Makassar who actively use social media in their marketing strategies. The results of multiple regression analysis show that marketing strategy has a significant direct influence on social media (path coefficient = 0.541, p < 0.05) and sales volume (path coefficient = 0.646, p < 0.05). In addition, social media also has a significant influence on sales volume (path coefficient = 0.062, p < 0.05), acting as a mediator between marketing strategies and increasing sales volume. Path analysis shows that the total effect of marketing strategy on sales volume is 0.6795, which indicates the existence of significant direct and indirect effects. These findings emphasize the importance of integrating marketing strategies and social media in an effort to increase the sales volume of Korean Street Food MSMEs at Cidu Makassar Market.
References
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17, 99–120.
Chen, Y., Wang, Q., & Xie, J. (2019). The Impact of Pricing and Promotion on Sales Dynamics. Journal of Marketing Research, 56(4), 525–541.
Choi, M. Y., Oh, J. S., & Kim, S. H. (2018). Why do millennials love Korean food? An analysis of Korean food using Instagram. Journal of Ethnic Foods, 5(2), 93–102.
Gomez, R., Rodriguez, M., & Martinez, E. (2016). The Impact of Store Location on Consumer Behavior: A Review of the Literature. Journal of Retailing, 92 (2), 214–238.
Granovetter, M. S. (1973). The Strength of Weak Ties. American Journal of Sociology, 78(6), 1360–1380.
Huang, L., Wang, Y., & Zhang, Q. (2020). Digital Marketing Strategies in the Age of Social Media: A Review. Journal of Business and Management, 18(2), 167–182.
Kim, S., Lee, H., & Kim, D. (2019). Understanding the Korean Wave (Hallyu) phenomenon using a text mining approach. Sustainability, 11(10), 29–34.
Kim, Y., Lee, J., & Kim, S. (2021). Impact of Social Media Marketing Activities on Brand Equity and Customer Response: The Mediating Role of Brand Experience. Journal of Business Research, 130, 146–153.
Kotler, P. and K. L. K. (2016). ‘Marketing Management.’
Kusumawati, A. D., et al. (2017). The role of SMEs in the Indonesian economy: An empirical study. Journal of Applied Economic Sciences, 12(8), 2224–2233.
Kusumawati, D., & Pratama, R. Y. (2018). The impact of visual content on social media towards brand image and purchase intention. Journal of Applied Management (JAM), 16(2), 275–283.
Lee, E., Kim, H., & Lee, J. (2020). Exploring innovation types of Korean street food businesses.
Lee, S., Kim, D., & Park, J. (2016). The Effect of Sales Promotion on Consumer Purchase Behavior: A Meta-Analysis. Journal of Business Research, 88, 360–366.
Li, C., Larimo, J., & Leonidou, L. C. (2018). Social Media Marketing Strategy: Definition, Conceptualization, and Future Research Directions. Journal of the Academy of Marketing Science, 46(1), 1–22.
Li, H., Liu, Y., & Zhang, H. (2017). The Impact of Personalized Marketing on Customer Engagement: Evidence from Retail Industry. Journal of Consumer Behavior, 24(4), 532–547.
Liu, Y., Wang, X., & Lu, X. (2023). Virtual Reality and Augmented Reality in Marketing: A Meta-Analysis. Journal of Business Research, 142, 31–50.
Nguyen, T., Nguyen, H., & Nguyen, L. (2019). The Role of Analytics in Marketing Strategy: A Comprehensive Review. International Journal of Marketing Studies, 11(5), 88–102.
Rahman, M. M., et al. (2019). Impact of information and communication technology on the performance of SMEs: A review. Journal of Innovation and Business Best Practices, 18(1), 123–136.
Rodriguez, A., Fernandez, P., & Garcia, M. (2018). Customer Service and Its Impact on Consumer Behavior: A Meta-AnalysiS. Journal of Service Research, 21(4), 455–471.
Santoso, T. A., Soesatyo, E., & Hadisumarta, S. (2017). The role of social media in SME marketing performance. Jurnal Ilmiah Manajemen dan Bisnis, 18(2), 65–73.
Setiawan, A., Budiman, S. D., & Yusrizal, H. (2020). The influence of social media marketing on brand image and its impact on purchasing decisions. Journal of Distribution Science, 18(7), 95–102.
Smith, J., Brown, A., & Jones, C. (2018). The Role of Marketing Strategy in Enhancing Business Visibility and Attractiveness. Journal of Marketing Research, 12(3), 45–58.
Smith, J., Brown, A., & Lee, C. (2017). Price Elasticity in Retail: A Meta-Analysis. Journal of Retailing, 93 (1), 1–14.
Tjiptono, F., & Chandra, G. (2019). The role of social media in influencing consumer satisfaction and purchase intention: A study among social media users. Journal of Asian Finance, Economics, and Business, 6(3), 221–229.
Wang, L., Zhang, Y., & Li, J. (2020). The Role of Product Quality in Consumer Purchase Decisions: A Meta-Analysis. Journal of Consumer Behavior, 19(3), 229–242.
Wang, Y., Zhang, Y., & Kim, J. (2022). The Impact of Influencer Marketing on Consumers’ Purchase Intentions: The Role of Source Credibility and Social Media Engagement. Journal of Interactive Marketing, 58, 58–70.
Wibowo, W. A., & Adiwibowo, B. (2019). The influence of social media on SMEs’ financial performance. International Journal of Research Science and Management, 6(5), 36–41.
Wijaya, A., Cahyono, E., & Sukoco, A. (2018). The influence of technology acceptance on SMEs’ competitiveness through marketing capabilities and business performance. Journal of Asian Finance, Economics, and Business, 5(3), 77–85.
Wirawan, A., Utama, A., & Cahyadi, A. (2021). The role of social media as a mediator of the effect of marketing strategy on SME performance. International Journal of Business and Management Invention, 10(1), 35–41.
Zhang, K. Z., & Zhang, Z. (2019). Online Reviews: The Mechanisms through Which Consistency Influences Purchase Intention. Journal of Marketing, 83(1), 88–104.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 JURNAL EKONOMI BISNIS DAN MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.