ALAT KOMUNIKASI DIGITAL : KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL
Abstract
Alat komunikasi digital telah menjadi kebutuhan bagi pelaku Usaha Mikro dan Kecil (UMK) dalam menjalankan aktivitas pemasaran usahanya, didukung oleh banyaknya tren dan strategi di media sosial yang semakin berkembang. Penelitian ini bertujuan untuk menganalisis kemampuan kampanye viral dalam memediasi pengaruh dari konten media sosial terhadap peningkatan ko-kreasi UMK sebagai sebuah strategi pemanfaatan alat komunikasi digital. Responden penelitian sebanyak 189 pelaku UMK yang menggunakan media sosial di Sulawesi Selatan. Data dikumpulkan menggunbakan kuesioner dengan skala likert, dianalisis dengan menggunakan Partial Least Square Structural Equation Model (PLS-SEM) dan pemrosesan data menggunakan WarpPLS Versi 8.0. Hasil penelitian menunjukkan bahwa konten pemasaran dapat memberikan kontribusi yang baik bagi ko-kreasi UMK di media sosial dan kampanye viral selain dapat memberikan kontribusi langsung terhadap ko-kreasi UMK, justru ditemukan dapat memediasi pengaruh konten pemasaran terhadap ko-kreasi dengan kontribusi yang lebih besar dibandingkan dengan pengaruh langsung dari konten pemasaran terhadap ko-kreasi UMK di media sosial.
References
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Marolt, M., Zimmermann, H. D., Žnidaršič, A., & Pucihar, A. (2020). Exploring social customer relationship management adoption in micro, small and medium-sized enterprises. Journal of theoretical and applied electronic commerce research, 15(2), 38-58.
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Putra, S. D., & Erwin, E. (2023). Effects of Virality: Culinary MSME Brand Orientation in Using Social Media Influencers. Jurnal Mirai Management, 8(2).
Ravazzani, S., & Hazée, S. (2022). Value co-creation through social media: A multistakeholder, communication perspective. Journal of Service Management, 33(4/5), 589-600.
Raza, A., Saeed, A., Iqbal, M. K., Saeed, U., Sadiq, I., & Faraz, N. A. (2020). Linking corporate social responsibility to customer loyalty through co-creation and customer company identification: Exploring sequential mediation mechanism. Sustainability, 12(6), 2525.
Seifert, C., & Kwon, W. S. (2020). SNS eWOM sentiment: impacts on brand value co-creation and trust. Marketing Intelligence & Planning, 38(1), 89-102.
Seyyedamiri, N., & Tajrobehkar, L. (2021). Social content marketing, social media and product development process effectiveness in high-tech companies. International Journal of Emerging Markets, 16(1), 75-91.
Shafi, M., Liu, J., & Ren, W. (2020). Impact of COVID-19 pandemic on micro, small, and medium-sized Enterprises operating in Pakistan. Research in Globalization, 2, 100018.
Sharma, R. R., & Kaur, B. (2020). E-mail viral marketing: modeling the determinants of creation of “viral infection”. Management Decision, 58(1), 112-128.
Sholihin, M., & Ratmono. (2020). Analisis SEM-PLS dengan WarpPLS. Andi; Yogyakarta.
Tavasoli, A., Shakeri, H., Ardjmand, E., & Young II, W. A. (2021). Incentive rate determination in viral marketing. European Journal of Operational Research, 289(3), 1169-1187.
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Wen, X. H., Kim, S., & Bowen, M. (2023). Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success. Journal of Business Research, 156, 113510.
Zadeh, A., & Sharda, R. (2022). How can our tweets go viral? Point-process modelling of brand content. Information & Management, 59(2), 103594.
Zhang, X., & Zhang, Y. (2024). Content marketing in the social media platform: Examining the effect of content creation modes on the payoff of participants. Journal of Retailing and Consumer Services, 77, 103629.
Ashrafa, M. U., & Ansaric, A. A. (2022). Impact of Brand Awareness and Social Media Content Marketing on Brand loyalty: The Mediating Role of Brand Trust. Journal of Organization and Business, 3(1), 01-07.
Badan Pusat Statistik Provinsi Sulawesi Selatan. (2022). Indikator Pertanian Wilayah Ajatappareng Sulawesi Selatan 2021. https://sulsel.bps.go.id/publication/2022/12/02/ f3974cac95b395fccf1091b3/indikator-pertanian-wilayah-ajatappareng-sulawesi-selatan2021.html
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Chatterjee, S., & Nguyen, B. (2021). Value co-creation and social media at bottom of pyramid (BOP). The Bottom Line, 34(2), 101-123.
Conrad, E. J., Becker, M., Powell, B., & Hall, K. C. (2020). Improving health promotion through the integration of technology, crowdsourcing, and social media. Health promotion practice, 21(2), 228-237.
Dineva, D. (2023). Value creation through digital content: user co-creation value. In Digital Content Marketing (pp. 105-120). Routledge.
Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60, 102501.
Erwin, E., Suade, Y. K. M., & Poernomo, W. (2021). Analyzing digital marketing, green marketing, networking and product innovation on sustainability business performance, silk cluster in Polewali-Mandar, west Sulawesi. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3), 2850-2871.
Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press.
Erwin, E., Riswanto, A., Sepriano, S., Zafar, T. S., & Dewi, L. K. C. (2023). SOCIAL MEDIA MARKETING: Analytics & Mastering the Digital Landscape. PT. Sonpedia Publishing Indonesia.
Erwin, E., Suade, Y. K. M., Tanesia, C. Y., Sharon, S., & Maichal, M. (2023). Customer Engagement Usaha Kuliner; Kontribusi Marketing Content dan Efek Viral Marketing Campaigns. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 6(3), 383-397.
Fan, C., Esparza, M., Dargin, J., Wu, F., Oztekin, B., & Mostafavi, A. (2020). Spatial biases in crowdsourced data: Social media content attention concentrates on populous areas in disasters. Computers, Environment and Urban Systems, 83, 101514.
Ferm, L. E. C., & Thaichon, P. (2021). Value co-creation and social media: Investigating antecedents and influencing factors in the US retail banking industry. Journal of Retailing and Consumer Services, 61, 102548.
Fraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International business review, 30(4), 101776.
Goodyear, V. A., Boardley, I., Chiou, S. Y., Fenton, S. A., Makopoulou, K., Stathi, A., ... & Thompson, J. L. (2021). Social media use informing behaviours related to physical activity, diet and quality of life during COVID-19: a mixed methods study. BMC public health, 21, 1-14.
Gremyr, I., Birch-Jensen, A., Kumar, M., & Löfberg, N. (2022). Quality functions' use of customer feedback as activation triggers for absorptive capacity and value co-creation. International Journal of Operations & Production Management, 42(13), 218-242.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second Edition). SAGE Publications, Inc.
Ho, J., Pang, C., & Choy, C. (2020). Content marketing capability building: a conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133-151.
Hulland, J. (1999). Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies. Strategic Management Journal Strat. Mgmt. J, 20, 195–204. https://doi.org/https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7
Hussain, K., Jing, F., Junaid, M., Zaman, Q. U., & Shi, H. (2021). The role of co-creation experience in engaging customers with service brands. Journal of Product & Brand Management, 30(1), 12-27.
Judijanto, L., Karmagatri, M., Lutfi, M., Sepriano, S., Pipin, S. J., Erwin, E., ... & Lukmana, H. H. (2024). Pengembangan Startup Digital: Referensi Sukses Memulai Bisnis Startup Digital Era Industri 4.0 dan Society 5.0. PT. Green Pustaka Indonesia.
Khoa, B., & Huynh, T. (2023). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. International Journal of Data and Network Science, 7(1), 175-184.
Kock, N. (2020). WarpPLS 7.0 User Manual. Laredo, TX: ScriptWarp Systems.
Koivisto, E., & Mattila, P. (2020). Extending the luxury experience to social media–User-Generated Content co-creation in a branded event. Journal of Business Research, 117, 570-578.
Kostygina, G., Tran, H., Binns, S., Szczypka, G., Emery, S., Vallone, D., & Hair, E. (2020). Boosting health campaign reach and engagement through use of social media influencers and memes. Social Media+ Society, 6(2), 2056305120912475.
Krishnan, C., Majid Baba, M., Singh, G., & Mariappan, J. (2022). Viral marketing: a new horizon and emerging challenges. Principles of social networking: The new horizon and emerging challenges, 161-175.
Kulkarni, K. K., Kalro, A. D., Sharma, D., & Sharma, P. (2020). A typology of viral ad sharers using sentiment analysis. Journal of Retailing and Consumer Services, 53, 101739.
Le, L. H., Bui, S. C., Duong, G. H., & Chang, Y. C. (2021). Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness. Journal of Marketing for Higher Education, 1-21.
Malodia, S., Dhir, A., Bilgihan, A., Sinha, P., & Tikoo, T. (2022). Meme marketing: How can marketers drive better engagement using viral memes?. Psychology & Marketing, 39(9), 1775-1801.
Marolt, M., Zimmermann, H. D., Žnidaršič, A., & Pucihar, A. (2020). Exploring social customer relationship management adoption in micro, small and medium-sized enterprises. Journal of theoretical and applied electronic commerce research, 15(2), 38-58.
Mastrangelo, L., Cruz-Ros, S., & Miquel-Romero, M. J. (2020). Crowdfunding success: The role of co-creation, feedback, and corporate social responsibility. International Journal of Entrepreneurial Behavior & Research, 26(3), 449-466.
Maupa, H., Jilbert, J., & Sanusi, A. (2024). Co-Creation Building Power on Social Media: Can Influencers or Viral Campaigns do it for Marketing Performance?. Revista de Gestão Social e Ambiental, 18(7), e06819-e06819.
Maupa, H., Jilbert, J., & Sanusi, A. (2024, May). Informative or Persuasive: Which Type of Marketing Content Can Best Foster Co-Creation in MSMEs?. In 8th International Conference on Accounting, Management, and Economics (ICAME 2023) (pp. 188-206). Atlantis Press.
Mogaji, E., Soetan, T. O., & Kieu, T. A. (2020). The implications of artificial intelligence on the digital marketing of financial services to vulnerable customers. Australasian Marketing Journal, j-ausmj.
Mora, E., & Vila, N. (2020). Developing successful cause-related marketing campaigns through social-networks the moderating role of users’ age. Total Quality Management & Business Excellence, 31(3-4), 373-388.
Motoki, K., Suzuki, S., Kawashima, R., & Sugiura, M. (2020). A combination of self-reported data and social-related neural measures forecasts viral marketing success on social media. Journal of Interactive Marketing, 52(1), 99-117.
Nadroo, Z. M., Lim, W. M., & Naqshbandi, M. A. (2024). Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping. Journal of Retailing and Consumer Services, 78, 103746.
Prahendratno, A., Aulia, M. R., Erwin, E., Setiawan, Z., Rijal, S., Rosdaliva, M., ... & Rahmawati, E. (2023). STRATEGI BISNIS DIGITAL: Optimalisasi & Otomtisasi Sebuah Bisnis Menggunakaan Media Digital. PT. Sonpedia Publishing Indonesia.
Puriwat, W., & Tripopsakul, S. (2021). The role of viral marketing in social media on brand recognition and preference. Emerging Science Journal, 5(6), 855-867.
Purwanto, A. (2023). The Role of Buzz and Viral Marketing onSMEs Online Shop Marketing Performance: CB-SEM AMOS Analysis. International Journal of Social and Management Studies (IJOSMAS) Vol, 4.
Putra, S. D., & Erwin, E. (2023). Effects of Virality: Culinary MSME Brand Orientation in Using Social Media Influencers. Jurnal Mirai Management, 8(2).
Ravazzani, S., & Hazée, S. (2022). Value co-creation through social media: A multistakeholder, communication perspective. Journal of Service Management, 33(4/5), 589-600.
Raza, A., Saeed, A., Iqbal, M. K., Saeed, U., Sadiq, I., & Faraz, N. A. (2020). Linking corporate social responsibility to customer loyalty through co-creation and customer company identification: Exploring sequential mediation mechanism. Sustainability, 12(6), 2525.
Seifert, C., & Kwon, W. S. (2020). SNS eWOM sentiment: impacts on brand value co-creation and trust. Marketing Intelligence & Planning, 38(1), 89-102.
Seyyedamiri, N., & Tajrobehkar, L. (2021). Social content marketing, social media and product development process effectiveness in high-tech companies. International Journal of Emerging Markets, 16(1), 75-91.
Shafi, M., Liu, J., & Ren, W. (2020). Impact of COVID-19 pandemic on micro, small, and medium-sized Enterprises operating in Pakistan. Research in Globalization, 2, 100018.
Sharma, R. R., & Kaur, B. (2020). E-mail viral marketing: modeling the determinants of creation of “viral infection”. Management Decision, 58(1), 112-128.
Sholihin, M., & Ratmono. (2020). Analisis SEM-PLS dengan WarpPLS. Andi; Yogyakarta.
Tavasoli, A., Shakeri, H., Ardjmand, E., & Young II, W. A. (2021). Incentive rate determination in viral marketing. European Journal of Operational Research, 289(3), 1169-1187.
Utami, T., Nurdiansyah, N., Azizah, I. S., Rukmana, A. Y., Pradnyana, I. M. A., Pratiwi, P. Y., ... & Purbaya, M. E. (2024). Buku Ajar Bisnis Digital. PT. Sonpedia Publishing Indonesia.
Wang, Y., & Wang, Y. (2022). Developing Creative Leadership in the Use of Digital Communication Tools: A Psychological Perspective. Sustainability, 14(19), 11796.
Wen, X. H., Kim, S., & Bowen, M. (2023). Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success. Journal of Business Research, 156, 113510.
Zadeh, A., & Sharda, R. (2022). How can our tweets go viral? Point-process modelling of brand content. Information & Management, 59(2), 103594.
Zhang, X., & Zhang, Y. (2024). Content marketing in the social media platform: Examining the effect of content creation modes on the payoff of participants. Journal of Retailing and Consumer Services, 77, 103629.
Published
2024-09-05
How to Cite
Erwin, E., Suade, Y., & Putra, S. (2024). ALAT KOMUNIKASI DIGITAL : KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 74-91. https://doi.org/10.31955/mea.v8i3.4386
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Articles
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