Pengaruh Social Media Marketing terhadap Kinerja Pemasaran UMKM dengan Brand Awareness sebagai Variabel Mediasi
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing terhadap Kinerja Pemasaran UMKM di Kabupaten Cilacap, baik secara langsung maupun melalui Brand Awareness. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 132 pemilik atau pengelola UMKM di Kabupaten Cilacap sebagai responden. Data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) untuk menguji hubungan antarvariabel dan hipotesis penelitian. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Awareness. Social Media Marketing juga berpengaruh positif dan signifikan terhadap Kinerja Pemasaran. Selanjutnya, Brand Awareness terbukti berpengaruh positif dan signifikan terhadap Kinerja Pemasaran. Temuan ini menunjukkan bahwa pemanfaatan media sosial tidak hanya berperan dalam meningkatkan pengenalan merek, tetapi juga memberikan kontribusi langsung terhadap Kinerja Pemasaran UMKM. Oleh karena itu, UMKM perlu mengoptimalkan penggunaan media sosial secara konsisten dan terarah untuk memperkuat Brand Awareness dan meningkatkan kinerja pemasaran.
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