Exploring the Mediating Role of Relational Social Commerce Capability in EnhancingMarketing Performance: A Study on Social Media Marketing Strategies in CulinaryMSMEs in Indonesia

Abstract

From the perspective of micro, small, and medium-sized enterprises (MSME), the purpose of this study is to investigate the role that relational e-commerce capability plays. The use of social media in the business world has grown at an alarming rate over the past ten years. Companies that have a marketing strategy that involves making effective and appropriate use of social media are confident that they will reap the benefits of their social media performance. The truth is that social media has not yet lived up to the hype that it increased sales, return on investment, and customer-based competitive advantages. The inconsistency of the results encourages researchers to dedicate a significant amount of attention to the study of social media. The culinary micro, small, and medium-sized enterprises (MSME) in Indonesia were the focus of this study, which utilized the survey method. For the purpose of this study, a quantitative
methodology is utilized, which entails the collection of data and then the analysis of the data through the utilization of the purposive sampling method. For the purpose of putting the empirical model through test the data that was obtained for this study was the result of a questionnaire. This research showed that the marketing strateg for social media has no effect on the overall marketing performance of micro, small, and medium-sized enterprises (MSME). An additional discovery is that the capability of relational s-commerce has been demonstrated to act as a mediator in the connection between the social marketing strategy and marketing performance. The purpose of this study is to encourage owners of micro, small, and medium sized enterprises (MSMEs) to begin maximizing their use of social media marketing in order to achieve successful marketing results. In addition, because the relational commercial capability has been demonstrated to be mediating, small and medium-sized enterprises (SMEs) need to be able to assist customers in making pre-purchase decisions as well as post-purchase behaviors in order to be successful in the business environment because of this.