Digital Competence Memoderasi Social Media Marketing Communication Capability terhadap Social Media Agility

Syahra Syahra

doi:10.31004/riggs.v4i4.3361

Authors

Syahra Syahra Akademi Bisnis 11 Oktober Kendari

DOI:

https://doi.org/10.31004/riggs.v4i4.3361

Keywords:

Social Media Agility, Business Performance

Abstract

Penelitian ini bertujuan untuk menguji pengaruh social media marketing communication capability terhadap social media business performance, dengan mempertimbangkan peran social media agility sebagai variabel mediasi dan digital competence sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori. Data dikumpulkan melalui penyebaran kuesioner kepada 193 staf pemasaran dari perusahaan e-commerce di Indonesia. Instrumen diukur menggunakan skala Likert 5 poin dan dianalisis menggunakan metode Partial Least Squares - Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa social media marketing communication capability, digital competence, dan social media agility berpengaruh signifikan terhadap social media business performance. Social media agility terbukti memediasi hubungan antara digital competence dan social media marketing communication capability terhadap performa bisnis. Selain itu, digital competence juga memoderasi hubungan antara kapabilitas komunikasi dan agility. Temuan ini menegaskan pentingnya kombinasi kapabilitas komunikasi, kompetensi digital, dan kelincahan organisasi dalam membangun keunggulan bersaing digital

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