THE ROLE OF E-MARKETPLACE USAGE TO MEDIATE THE INFLUENCE OF SOCIAL MEDIA PROMOTION AND MARKETING INNOVATION ON MARKETING PERFORMANCE: A STUDY ON BALIMALL.ID MSME MERCHANTS

Abstract

The development of e-marketplaces has changed the marketing landscape for MSMEs, by presenting new opportunities through integration with social media promotion and marketing innovation. This study aims to determine the role of using e-marketplaces in mediating the effect of social media promotion on marketing performance and the role of using e-marketplaces in mediating the effect of marketing innovation on marketing performance, with a focus on MSME merchants using the Balimall.id e-marketplace. This study uses a quantitative approach by collecting primary data through questionnaires distributed to 200 respondents who are active Balimall.id users, representing a population of 380 active Balimall.id merchants. The method of determining the sample using probability sampling with simple random sampling technique. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to examine the relationship between the variables studied. Based on the results of the analysis it was found that social media promotion had a positive and significant effect on marketing performance and use of e-marketplaces. Marketing innovation has a positive and significant effect on marketing performance and use of e-marketplaces. The use of e-marketplaces has a positive and significant effect on marketing performance. The use of e-marketplaces is able to mediate the influence between social media promotion and marketing innovation on marketing performance.

Keywords

• e-marketplace usage
• social media promotion
• marketing innovation
• marketing performance