The Influence of Entrepreneurial Marketing and Social Media Capability on Sales Performance with Resilience as a Moderator Variable (Survey on Food and Beverage SME Owners in Malang City)

Abstract

Not all companies can achieve significant sales increases in business or entrepreneurship even though they have implemented various marketing strategies and utilized appropriate social media. This research aims to identify and explain the influence of entrepreneurial marketing and social media capability on sales performance through resilience as a moderator. The method used in this research is a quantitative approach. This type of research is explanatory. The study targets owners of SMEs in Malang operating in the food and beverage sector. The population of this research is unknown, and a Purposive sampling technique is employed. Therefore, the sample size is 250. The research analysis tool used is PLS-SEM. The research findings indicate that Entrepreneurial Marketing and Social Media Capability significantly contribute to sales performance in Malang's Food and Beverage sector, with P and T-statistic values meeting statistical significance criteria. Additionally, Resilience has proven to play a significant role as a moderator, strengthening the impact of Entrepreneurial Marketing and Social Media Capability on sales performance.  The study faces limitations in generalizing results due to its narrow focus on the Malang food and beverage sector, potential bias from self-report data, and unidentified factors affecting sales performance, including pandemic impacts. On a practical level, it highlights the critical role of entrepreneurial marketing strategies and social media use in boosting sales in Malang's food and beverage sector. These strategies raise customer awareness, cultivate positive perceptions, build trust, and support sales growth. Theoretical exploration examines the relationships among Entrepreneurial Marketing, Social Media Capability, and Sales Performance, with Resilience as a moderating variable. While Resilience may not consistently moderate the Sales Performance relationship, it remains relevant for helping business owners maintain focus on long-term goals amid industry challenges in Malang.

Keywords: small and medium-sized enterprises, entrepreneurial marketing, social media capability, resilience, sales performance.