Suchergebnisse

The Covid-19 virus that spreads globally has an impact on economic growth in Indonesia. Several business sectors have experienced a decline in performance due to the government's restrictions on outdoor activities to prevent the spread of this virus. For this reason, SMEs must be able to adjust their marketing channels from offline to online to optimize marketing performance during the Covid-19 pandemic. One of the online marketing tools is social media. This study investigates the use of social media on marketing performance with innovation capability and branding capability as mediating variables. This study uses 200 samples of respondents who are the owners of SMEs that collected through an online questionnaire. We use the Partial Least Square (PLS) method to test the hypothesis. The results of this study indicate that social media has a significant effect on innovation capability and branding capability and helps SMEs improve their marketing performance. This research also proves that innovation capability and branding capability successfully mediate the influence of the relationship between social media use on marketing performance.

Although the COVID-19 pandemic has gradually improved, people's activities have not recovered to normal due to various conditions. This period is a transition period known as the "New Normal". Besides its impact on people's health, COVID-19 also affects other aspects, including the economy, education, and law. The economic impact highly touches low-medium class people including SMEs as the business activities which need to be halted due to PSBB (Large-Scale Social Restriction). Triple Helix is a SMEs' development model that links Science (S), Government (G), and Business (B). This article aims to examine whether Triple Helix with SGB Balanced model is possibly utilized to revive the Hijab SMEs business activity. This study is descriptive-qualitative research and analyzed using the Miles and Hubberman techniques. Data were obtained through online questionnaires and interviews from hijab craftsmen associating with two SMEs. The results show that respondents have successfully adapted to the New Normal and resumed their business activity by implementing technology and information given by the S (science) agent and the G (government) agent's assistance. Therefore, it indicates that implementing Triple Helix provably revives the Hijab SMEs business activities.