Publication Search

Social media is a new phenomenon that has changed the way the business environment operates. Through social media, businesses gain access to resources that are otherwise unavailable to the business owner. This research is a causality research, which aims to analyze the causal relationship and influence of two or more phenomena, through hypothesis testing. The population and sample in this study are SMEs who open e-commerce businesses on social media. The number of samples used in this study amounted to 154 respondents. Based on the analysis and discussion, it is concluded that the Marketing operation advantages variable has no significant effect on Marketing Performance, the Cost-effectiveness variable has a significant effect on Marketing Performance, the Customer Communication Channel variable has a significant effect on Cost-effectiveness, the Customer Communication Channel variable has a significant effect on Increased customer satisfaction, Customer The Communication Channel has a significant effect on Marketing operation advantages, the Customer relationship performance variable has a significant effect on Marketing Performance, the Increased customer satisfaction variable has a significant effect on Marketing Performance and the Social media marketing implementation capabilities variable has a significant effect on Customer relationship performance.

Wonorejo Village, which is located in the Polokarto District, Sukoharjo Regency, is one of the central villages for convection products, almost 75% of the population is entrepreneurs in the convection business, the decline in turnover has been very significant since the Covid 19 pandemic in mid-2020, the most affected is in the product marketing process. company results. Initial efforts to restore the economy and increase the bargaining power of the Village have been carried out by initiating development into a Convection Tourism Village. The steps that have been taken are to carry out an inventory of convection throughout the village and develop a marketplace, the results obtained are that 80 convection businesses have been recorded and an e-commerce web has been created whose address is wisatakonveksi.com, as a follow-up to this effort is to conduct sales process training and socialize the existence of this marketplace.