THE INFLUENCE OF MARKET ORIENTATION, SOCIAL MEDIA USAGE ON MARKETING PERFORMANCE WITH SERVICE DIFFERENTIATION AS AN INTERVENING VARIABLE (STUDY OF FOOD AND BEVERAGE MSMEs IN SEMARANG CITY)
In the face of escalating fierce business competition, Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector in Semarang City find themselves compelled to implement robust marketing strategies to ensure winning the competition. One of them is by elevating Market Orientation and Social Media Usage to enhance Marketing Performance through Service Differentiation. The samples of this study were 353 MSMEs from a total population of 3,031. This study employed a non-probability sampling technique with purposive sampling technique. Structural Equation Modeling (SEM) in the AMOS program was used as an analysis tool. The results showed a significant influence of Market Orientation and Social Media Usage on Marketing Performance through Service Differentiation, both directly and indirectly. In addition, there was an influence between Service Differentiation on Marketing Performance. In other words, all hypotheses in this study were accepted.
Market Orientation, Social Media Usage, Service Differentiation, Marketing Performance.