PEMANFAATAN MEDIA KOMUNIKASI DIGITAL DAN PENGARUHNYA TERHADAP KEUNGGULAN BERSAING BISNIS KULINER DI KOTA SERANG

Noerma Kurnia  Fajarwati; Eka  Susilawati; Dana Rifqi  Wiyanto

doi:10.53363/bureau.v2i2.119

Authors

Noerma Kurnia Fajarwati Ilmu Komunikasi Universitas Bina Bangsa
Eka Susilawati Ilmu Komunikasi Universitas Bina Bangsa
Dana Rifqi Wiyanto Magister Manajemen Universitas Sultan Ageng Tirtayasa

DOI:

https://doi.org/10.53363/bureau.v2i2.119

Keywords:

Media Komunikasi Digital, Keunggulan Bersaing, Kinerja Pemasaran, Digital Communication Media, Competitive Advantage, Marketing Performance

Abstract

Meatballs are one of the most popular types of culinary in Indonesia. This culinary is favored by various age groups, social status, types of work, and even economic status. This study aims to determine the effect of media utilization on marketing performance which is strengthened by competitive advantage as an intervening for meatball traders in Serang City. The research sample was determined by the judgment sampling technique, namely only the meatball traders in Serang District with a total of 39 respondents. Analysis of research data using the Structural Equation Modeling approach which is processed with the SmartPLS program. From the research conducted, it can be concluded that 1) the use of media has a positive and significant effect on marketing performance; 2) The use of media has a positive and significant impact on competitive advantage; and 3) Competitive advantage has a positive and significant effect on marketing performance

Downloads

Download data is not yet available.

References

Arbawa dan Wardoyo. 2017. Keunggulan Bersaing: Berpengaruh Terhadap Kinerja Pemasaran (Studi Pada Umkm Makanan Dan Minuman Di Kabupaten Kendal). Jurnal Tesis Universitas Semarang

Ayuni, Qurata., Hafied Cangara dan Arianto. 2019. Pengaruh Penggunaan Media Digital Terhadap Tingkat Penjualan Produk Kuliner Kemasan. Jurnal Penelitian Komunikasi dan Opini Publik Vol. 23 No.2

Barney, JB. 2010. Gaining and Sustaining Competitive Advantage, Fourth Edition. Addison-Wesley, Massachusetts.

Bharadwaj, S.G, Varadarajan, P.R, and Pahy, Jayachandran, 2013, Sustainable Competitive Advantage In Service Ind, urtries: A Conceptual Model and Research Propositions, Journal of Marketing, Vol. 57

Buhalis, D., & Law, R. 2011. Progress in information technology and Tourism Management: 20 Years on and 10 Years After The Internet The State of eTourism Research. Tourism Management, 29(4), 609–623

Chandler, G. N., & Hanks, S. H. 2013. Market attractiveness, resource-based capabilities, venture strategies, and venture performance. Journal of business venturing, 9(4), 331-349.

Cravens, DW. 2015. Strategic Marketing. USA: Trivus Mirris Higher Education Group Inc. Company

Day & Wensley. 2011. Asseing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing Vol 5 No 20

Ferdinand, Augusty. 2015. Modal Sosial Dan Keunggulan Bersaing: Wajah Sosial Strategi Pemasaran. Semarang: Undip Press.

Ghozali, Imam. 2016. Model Persamaan Struktural, Konsep Dan Aplikasi Dengan Program Partial Least Square. Semarang: Undip Press.

https://republika.co.id

Kadir, Abdul. 2014. Pengenalan Sistem Informasi Edisi Revisi. Yogyakarta: Andi.

Mustikowati dan Tysari. 2014. Orientasi Kewirausahaan, Inovasi, Dan Strategi Bisnis Untuk Meningkatkan Kinerja Perusahaan (Studi Pada Ukm Sentra Kabupaten Malang)

Nugraha, Daniel. 2019. Efek Perkembangan Teknologi Bagi Kemajuan UMKM. dikutip dari: https://www.paper.id

Pane, E. S. 2014. Tingkat Adopsi Media Sosial Sebagai Sarana Pemasaran Produk Industri Kecil dan Menengah. Jurnal Penelitian dan Pengembangan Komunikasi dan Informatika 05, No. 1:1-14

Pangestika, Witdya. 2020. Pengertian, Kelebihan, Jenis dan Strategi Digital Marketing. dikutip dari: https://www.jurnal.id

Parahita, Wijiayu Diahsari. 2018. Model Keunggulan Positional Pada UMKM (Studi Empiris pada Usaha, Kecil, Menengah di Semarang). Tesis. UNISSULA.

Porter, Michaele, E. 2015. Competitive Advantage. New York: The Free Press.

Purwidiantoro, M. H., Kristanto S.W, D. F., & Hadi, W. 2016. Pengaruh Penggunaan Media Sosial Terhadap Pengembangan Usaha Kecil Menengah (UKM). Jurnal EKA CIDA 01, No. 1:30-39.

Rewah, Jein Margareth. 2018. The Influence of Information Technology-Based Promotion on Young Entrepreneurs of Klabat University. Cogito Smart Journal Vol. 4 No.1

Rogers, Everett M. 2015. Diffusion of Innovations. London: The Free Press.

Saiman. 2014. Kewirausahaan (Teori, Praktik, dan Kasus-kasus), edisi kedua. Jakarta: Salemba Empat.

Sembiring, Monalisa dan Yanuar Rahmat. 2010. Analisis Pendapatan Pedagang Bakso di Kota Bogor Jawa Barat. diakses pada https://repository.ipb.ac.id/handle/123456789/60464

Sugiyono. 2016. Metode Penelitian Bisnis. Bandung: Alfabeta

Wulandari, A. 2015. Pengaruh Orientasi Kewirausahaan dan Teknologi Informasi Terhadap Kinerja Perusahaan Pada PT Pawiwiri Cilegon. Jurnal Universitas Komputer Indonesia, 5(1), 1–20.

www.kabar-banten.com

Yudha, Cokorda Krishna dan I Wayan Ramantha. 2014. Pengaruh Computer Anxiety Dan Computer Attitude Padakeahlian Pengguna Dalam Menggunakan Komputer. E-Jurnal Akuntansi Universitas Udayana 9.3