Analisis Pengaruh Kemampuan Berinovasi, Keterlibatan Pelanggan, dan Adopsi Media Sosial terhadap Kinerja Inovasi UMKM

Alfian Prasetya; Anjar Priyono

doi:10.30640/ekonomika45.v11i2.2400

Authors

Alfian Prasetya Universitas Islam Indonesia
Anjar Priyono Universitas Islam Indonesia

DOI:

https://doi.org/10.30640/ekonomika45.v11i2.2400

Keywords:

Innovation Performance, Customer Involvement, Innovation, Social Media Adoption, SME

Abstract

MSMEs support most of Indonesia's economic portion. To improve MSMEs performance, it is necessary to develop innovation capabilities, customer engagement, and social media adoption in business. Therefore, this study aims to determine whether innovation capabilities, customer engagement, and social media adoption can improve MSMEs innovation performance which is expected to improve overall MSMEs performance. This quantitative study distributed questionnaires to 100 respondents domiciled in Sleman Regency, Yogyakarta. Then, the data were processed using structural equation modeling techniques (SEM) with SmartPLS software. The results show that innovation capabilities have a directly significant effect on MSMEs innovation performance, but are not proven to significantly moderate the effect of social media adoption on MSMEs innovation performance. Social media adoption is proven to have a significantly positive effect on MSMEs innovation performance. Customer engagement is not proven to have a significant effect on MSMEs innovation performance, either directly or in moderating the effect of social media adoption. This study also shows that there are other variables that can affect MSMEs innovation performance apart from innovation capabilities, customer engagement, and social media adoption.

References

F. Parveen, N. I. Jaafar, and S. Ainin, “Social media’s impact on organizational performance and entrepreneurial orientation in organizations,” Management Decision, vol. 54, no. 9, pp. 2208–2234, Oct. 2016, doi: 10.1108/MD-08-2015-0336.

S. Najafi-Tavani, Z. Najafi-Tavani, P. Naudé, P. Oghazi, and E. Zeynaloo, “How collaborative innovation networks affect new product performance: Product innovation capability, process innovation capability, and absorptive capacity,” Industrial Marketing Management, vol. 73, pp. 193–205, Aug. 2018, doi: 10.1016/j.indmarman.2018.02.009.

Haryo Limanseto, “Perkembangan UMKM sebagai Critical Engine Perekonomian Nasional Terus Mendapatkan Dukungan Pemerintah,” 2022.

A. S. Cui and F. Wu, “Utilizing customer knowledge in innovation: antecedents and impact of customer involvement on new product performance,” J Acad Mark Sci, vol. 44, no. 4, pp. 516–538, Jul. 2016, doi: 10.1007/s11747-015-0433-x.

Y. Li, Y. Zhang, J. Xu, and T. Feng, “The impacts of customer involvement on the relationship between relationship quality and performance,” Journal of Business & Industrial Marketing, vol. 35, no. 2, pp. 270–283, Oct. 2019, doi: 10.1108/JBIM-04-2018-0131.

D. Mahr, A. Lievens, and V. Blazevic, “The value of customer cocreated knowledge during the innovation process,” Journal of Product Innovation Management, vol. 31, pp. 599–615, 2014.

M. Fan, S. A. Qalati, M. A. S. Khan, S. M. M. Shah, M. Ramzan, and R. S. Khan, “Effects of entrepreneurial orientation on social media adoption and SME performance: The moderating role of innovation capabilities,” PLoS One, vol. 16, no. 4, p. e0247320, Apr. 2021, doi: 10.1371/journal.pone.0247320.

A.-S. T. Olanrewaju, M. A. Hossain, N. Whiteside, and P. Mercieca, “Social media and entrepreneurship research: A literature review,” Int J Inf Manage, vol. 50, pp. 90–110, Feb. 2020, doi: 10.1016/j.ijinfomgt.2019.05.011.

R. J. Calantone, S. T. Cavusgil, and Y. Zhao, “Learning orientation, firm innovation capability, and firm performance,” Industrial Marketing Management, vol. 31, no. 6, pp. 515–524, Sep. 2002, doi: 10.1016/S0019-8501(01)00203-6.

S.-H. Chuang, “Co-creating social media agility to build strong customer-firm relationships,” Industrial Marketing Management, vol. 84, pp. 202–211, Jan. 2020, doi: 10.1016/j.indmarman.2019.06.012.

P. L. Francia, “Free Media and Twitter in the 2016 Presidential Election,” Soc Sci Comput Rev, vol. 36, no. 4, pp. 440–455, Aug. 2018, doi: 10.1177/0894439317730302.

R. Tajvidi and A. Karami, “The effect of social media on firm performance,” Comput Human Behav, vol. 115, p. 105174, Feb. 2021, doi: 10.1016/j.chb.2017.09.026.

J. Bernoff and C. Li, “Harnessing the Power of the Oh-So-Social Web,” IEEE Engineering Management Review, vol. 38, pp. 8–15, Jan. 2010, doi: 10.1109/EMR.2010.5559138.

B. Solis, Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. John Wiley & Sons, 2010.

C.-C. Yang, “Assessing the moderating effect of innovation capability on the relationship between logistics service capability and firm performance for ocean freight forwarders,” International Journal of Logistics Research and Applications, vol. 15, no. 1, pp. 53–69, 2012.

C. Camisón and A. Villar-López, “Organizational innovation as an enabler of technological innovation capabilities and firm performance,” J Bus Res, vol. 67, no. 1, pp. 2891–2902, Jan. 2014, doi: 10.1016/j.jbusres.2012.06.004.

R. M. Grant, “Toward a knowledge‐based theory of the firm,” Strategic Management Journal, vol. 17, no. S2, pp. 109–122, Dec. 1996, doi: 10.1002/smj.4250171110.

B. Antoncic and I. Prodan, “Alliances, corporate technological entrepreneurship and firm performance: Testing a model on manufacturing firms,” Technovation, vol. 28, no. 5, pp. 257–265, May 2008, doi: 10.1016/j.technovation.2007.07.005.

C.-J. Chen and J.-W. Huang, “Strategic human resource practices and innovation performance — The mediating role of knowledge management capacity,” J Bus Res, vol. 62, no. 1, pp. 104–114, Jan. 2009, doi: 10.1016/j.jbusres.2007.11.016.

S. M. Wagner, “Supplier traits for better customer firm innovation performance,” Industrial Marketing Management, vol. 39, no. 7, pp. 1139–1149, 2010.

P. Dekoulou and P. Trivellas, “Organizational structure, innovation performance and customer relationship value in the Greek advertising and media industry,” Journal of Business & Industrial Marketing, vol. 32, no. 3, pp. 385–397, Apr. 2017, doi: 10.1108/JBIM-07-2015-0135.

A.-F. Abdulai, “Social Capital and Innovation Performance in Firms,” 2019, pp. 81–97. doi: 10.4018/978-1-5225-7721-8.ch005.

L. Aarikka-Stenroos and P. Ritala, “Network management in the era of ecosystems: Systematic review and management framework,” Industrial Marketing Management, vol. 67, pp. 23–36, Nov. 2017, doi: 10.1016/j.indmarman.2017.08.010.

D. Sinclair and M. Zairi, “Performance measurement as an obstacle to TQM,” The TQM Magazine, vol. 7, no. 2, pp. 42–45, Apr. 1995, doi: 10.1108/09544789510081117.

T. Saldanha, S. Mithas, and M. Krishnan, “Leveraging customer involvement for fueling innovation: The role of relational and analytical information processing capabilities,” MIS Quarterly, vol. 41, no. 1, pp. 367–396, 2017.

R. Agnihotri, R. Dingus, M. Y. Hu, and M. T. Krush, “Social media: Influencing customer satisfaction in B2B sales,” Industrial Marketing Management, vol. 53, pp. 172–180, Feb. 2016, doi: 10.1016/j.indmarman.2015.09.003.

M. Richey and M. Ravishankar, “The role of frames and cultural toolkits in establishing new connections for social media innovation.,” Technol Forecast Soc Change, vol. 144, pp. 325–33, 2019.

B. Menguc, S. Auh, and P. Yannopoulos, “Customer and supplier involvement in design: The moderating role of incremental and radical innovation capability,” Journal of Product Innovation Management, vol. 31, no. 2, pp. 313–28, 2014.

G. Day, “Closing the Marketing Capabilities Gap,” J Mark, vol. 75, pp. 183–195, Mar. 2011, doi: 10.2307/41228619.

U. Sekaran, Metode Penelitiaan Bisnis. Jakarta: Salemba Empat, 2006.

J. F. Hair, C. M. Ringle, S. P. Gudergan, A. Fischer, C. Nitzl, and C. Menictas, “Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice,” Business Research, vol. 12, no. 1, pp. 115–142, Apr. 2019, doi: 10.1007/s40685-018-0072-4.

G. Berens and C. B. M. van Riel, “Corporate Associations in the Academic Literature: Three Main Streams of Thought in the Reputation Measurement Literature,” Corporate Reputation Review, vol. 7, no. 2, pp. 161–178, Jul. 2004, doi: 10.1057/palgrave.crr.1540218.

P. den Hertog, W. van der Aa, and M. W. de Jong, “Capabilities for managing service innovation: towards a conceptual framework,” Journal of Service Management, vol. 21, no. 4, pp. 490–514, Aug. 2010, doi: 10.1108/09564231011066123.

W. Chin and G. Marcoulides, “The Partial Least Squares Approach to Structural Equation Modeling,” Modern Methods for Business Research, vol. 8, pp. 295–336, Jan. 1998.

Imam. Ghozali, Structural Equation Modelling, 2nd ed. Semarang: Universitas Diponegoro, 2008.

J. Hair, G. T. M. Hult, C. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2022.

J. Henseler, C. M. Ringle, and M. Sarstedt, “A new criterion for assessing discriminant validity in variance-based structural equation modeling,” J Acad Mark Sci, vol. 43, no. 1, pp. 115–135, Jan. 2015, doi: 10.1007/s11747-014-0403-8.

W. Abdillah and J. Hartono, Partial Least Square (PLS) Alternatif SEM. Dalam Penelitian Bisnis. Yogyakarta: Penerbit Andi, 2009.

M. Tavakol and R. Dennick, “Making sense of Cronbach’s alpha,” Int J Med Educ, vol. 2, pp. 53–55, Jun. 2011, doi: 10.5116/ijme.4dfb.8dfd.

T. Aichner and F. Jacob, “Measuring the Degree of Corporate Social Media Use,” International Journal of Market Research, vol. 57, no. 2, pp. 257–276, Mar. 2015, doi: 10.2501/IJMR-2015-018.

C. C. Cheng and E. C. Shiu, “How to enhance SMEs customer involvement using social media: The role of Social CRM,” International Small Business Journal: Researching Entrepreneurship, vol. 37, no. 1, pp. 22–42, Feb. 2019, doi: 10.1177/0266242618774831.

G. Wang, T. Eric, F. Tai, and et. al., “Examining the relational benefits of improved interfirm information processing capability in buyer-supplier dyads,” MIS Quarterly , vol. 37, no. 1, pp. 149–173, 2013.