Peran Sosial Media dalam Mewujudkan Keberlanjutan Usaha Melalui Keunggulan Kompetitif pada CV Goca Techno Abadi Jaya

Ni Putu Putri Ayu Wijayanthi; I Nyoman Dwi Arysna Mahendra

doi:10.55606/jimak.v5i2.6734

Authors

Ni Putu Putri Ayu Wijayanthi Institut Teknologi dan Bisnis STIKOM Bali
I Nyoman Dwi Arysna Mahendra Institut Teknologi dan Bisnis STIKOM Bali

DOI:

https://doi.org/10.55606/jimak.v5i2.6734

Keywords:

Business Sustainability, Competitive Advantage, Digital Marketing Strategy, Service and Technology Company, Social Media

Abstract

The development of digital technology encourages service and technology companies to maximize the use of social media as a marketing strategy to maintain business sustainability amid increasingly intense competition. However, relying solely on social media does not automatically enhance business sustainability without the support of competitive advantage. This study aims to examine the effect of social media on business sustainability, with competitive advantage serving as a mediating variable at CV. Goca Techno Abadi Jaya. The research employs a quantitative approach with analysis using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The sample consists of 100 customers who are active social media users, selected through purposive sampling. The results indicate that social media has a positive and significant effect on both business sustainability and competitive advantage. Competitive advantage also demonstrates a positive and significant impact on business sustainability and acts as a partial mediator between social media and business sustainability. These findings highlight that an optimized social media strategy, combined with strengthened product differentiation and value proposition, can support the long-term sustainability of technology businesses.

References

Aziz, Z. N., Dewib, F. N., & Pribadi, Y. (2022). KEBERLANGSUNGAN USAHA MIKRO, KECIL, DAN MENENGAH DI MASA PANDEMI: DUKUNGAN KEBIJAKAN PEMERINTAH. 15(1), 12-23. https://doi.org/10.48108/jurnalbppk.v15i1.666

Darma, D. A., Abdussamad, Z. K., & Rahman, E. (2022). Pengaruh Strategi Inovasi Produk Dan Pemasaran Media Sosial Terhadap Keunggulan Bersaing Pada UMK Kuliner Di Kota Gorontalo. 5(1), 238-250.

Darmadi, R., Silitonga, P., & Kristiadi, A. A. (2021). Customer, Pengaruh Social Media Tinggi, Engagement Dan Kepuasan Pelanggan Terhadap Loyalitas Merek Perguruan Swasta. Widya Manajemen, 3(2), 166-177. https://doi.org/10.32795/widyamanajemen.v3i2.1692

https://doi.org/10.32795/widyamanajemen.v3i2.1692

Febriatmoko, B., Hardiyanti, W., & Aquinia, A. (2022). MODEL KEUNGGULAN BERSAING UNTUK UMKM. 19(01), 129-133. https://doi.org/10.25134/equi.v19i01.4829

https://doi.org/10.25134/equi.v19i01.4829

Ghozali, I. (2020). Aplikasi Analisis Multivariant dengan program IBM SPSS 21 update PLS regresi. Badan Universitas Diponegoro.

Hair, J. ., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed).

Hartojo, G. J., & Soelaiman, L. (2025). PERAN KEUNGGULAN KOMPETITIF SEBAGAI MEDIATOR MEDIA. 07(03), 907-916. https://doi.org/10.24912/jmk.v7i3.34633

https://doi.org/10.24912/jmk.v7i3.34633

Hasan, H., Haliah, H., & Fahdal, M. A. (2022). Pemberdayaan Masyarakat UMKM Sulawesi dalam Implementasi Digitalisasi UMKM (Sulawesi MSME Community Empowerment in the Implementation of MSME Digitization). Yumary: Jurnal Pengabdian Kepada Masyarakat, 3(1), 43-50. https://doi.org/10.35912/jpm.v3i1.1225

https://doi.org/10.35912/yumary.v3i1.1225

Idawati, I. A. A., & Pratama, I. G. S. (2020). Pengaruh Literasi Keuangan Terhadap Kinerja dan Keberlangsungan UMKM di Kota Denpasar. 2(February), 1-9. https://doi.org/10.22225/wmbj.2.1.2020.1-9

https://doi.org/10.22225/wmbj.2.1.1644.1-9

Lestari, E., & Imtihan, M. (2020). Perancangan Produk Aquascape Dengan Metode Quality Function Deployment (QFD). 1(1), 21-29. https://doi.org/10.37373/jenius.v1i1.24

https://doi.org/10.37373/jenius.v1i1.24

Lestari, N. P. (2020). Digitalisasi Majukan UMKM. Arsip. Publikasi Ilmiah Biro Administrasi Akademik.

Liswoyo, S., & Soelaiman, L. (2023). The role of social media usage on entrepreneurship orientation and MSME's performance. International Journal of Application on Economics and Business, 1(1), 621-627. https://doi.org/10.24912/ijaeb.v1i1.621-627

https://doi.org/10.24912/ijaeb.v1i1.621-627

Mustika, S., Tiara, A., & Corliana, T. (2021). Pelatihan Membuat Konten Promosi di Media Sosial bagi UMKM Mitra Masjid. Jurnal Pemberdayaan Masyarakat, 03(2). https://doi.org/10.36722/jpm.v3i2.644

https://doi.org/10.36722/jpm.v3i2.644

Nasta'in, A. F., Samad, A., & Sujatmiko, S. (2023). Pengaruh Content Marketing Dan Sosial Media Terhadap Minat Beli Ulang Melalui Keputusan Pembelian Pada Bekind.Id. Jurnal Manajemen Perbankan Keuangan Nitro, 7(1), 38-52. https://doi.org/10.56858/jmpkn.v7i1.211

https://doi.org/10.56858/jmpkn.v7i1.211

Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers' intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185(September), 122067. https://doi.org/10.1016/j.techfore.2022.122067

https://doi.org/10.1016/j.techfore.2022.122067

Novita, C., & Malik, A. (2021). Pengaruh Pemanfaatan Digital Marketing Terhadap Keberlangsungan Kegiatan Umkm Di Desa Cempedak Lobang Kecamatan Sei Rampah Kabupaten Serdang Bedagai. Jurnal Mutiara Manajemen, 6(2), 131-140. https://doi.org/10.51544/jmm.v6i2.2057

https://doi.org/10.51544/jmm.v6i2.2057

Paramitha, H., & Doho, Y. D. B. (2021). Pengaruh Konten Instagram Ads @Luxebarbershop Terhadap Peningkatan Brand Awareness. 1(2), 119-127. https://doi.org/10.37535/104001220213

Riyanti, B., & Aini, N. A. N. (2022). STRATEGI KEBERLANGSUNGAN USAHA UMKM KAMPUNG SINGKONG PADA MASA PANDEMI COVID-19. 15(2), 182-199. https://doi.org/10.52353/ama.v15i2.309

https://doi.org/10.52353/ama.v15i2.309

Satyagraha, B. A., & Soelaiman, L. (2023). The effect of social media for customer relationship management on sme's performance with social competence and sales intensity as moderating variables. International Journal of Application on Economics and Business, 1(2), 186-193. https://doi.org/10.24912/ijaeb.v1i2.186-193

https://doi.org/10.24912/ijaeb.v1i2.186-193

Silaningsih, E., Gemina, D., Nugroho, D. N., & Gemini, P. (2021). Keunggulan Bersaing Pendekatan Pemasaran Media Sosial: Pemasaran Media Sosial dan Keunggulan Bersaing. Jurnal Visionida, 7(2), 143-154.

Sopandi, A., Danial, R. D. M., Jhoansyah, D., & Sukabumi, U. M. (2022). Sustainability In Padang Restaurant, Sukabumi City Pengaruh Perencanaan Strategi, Keunggulan Bersaing Terhadap Keberlangsungan Usaha Pada Usaha Rumah Makan Padang, Kota Sukabumi. 3(8), 2176-2182.

Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. In CV. Alfabeta.

Wardati, N. K., & Er, M. (2019). The impact of social media usage on the sales process in small and medium enterprises (SMEs): A systematic literature review. Procedia Computer Science, 976-983. https://doi.org/10.1016/j.procs.2019.11.207

https://doi.org/10.1016/j.procs.2019.11.207