PENGARUH PRODUCT CREATIVITY TERHADAP COMPETITIVENESS MELALUI SOCIAL MEDIA MARKETING PADA UMKM MAKANAN

Abstract

The purpose of this study was to determine the effect of product creativity on competitiveness through social media marketing on food SMEs in JABODETABEK. The population in this study is the owner of food SMEs which was carried out from April to May 2021. The sampling technique used was accidental sampling to decide 204 respondents. Collecting data using accidental techniques using a questionnaire that has been tested for validity and reliability. Methods of data analysis with descriptive and quantitative. Data were analyzed by using Stuctural Equation Modeling (SEM). The results of the research show that product creativity has a significant effect on social media marketing with a t-value of 7.97, product creativity has a significant effect on competitiveness with a t-value of 6, social media marketing has a significant effect on competitiveness with a t-value -value 3.84, and product creativity has an indirect effect on competitiveness through social media marketing with a t-value of 3.83.