APAKAH MEDIA SOSIAL MENYELAMATKAN BISNIS F&B DI ERA PANDEMI?
Abstract
Kehadiran Covid-19 yang melanda global, yang dimulai pada pertengahan Maret 2020 memukul banyak sektor bisnis. Termasuk Indonesia, salah satu jenis bisnis yang terkena imbasnya adalah food and baverages, contohnya adalah kafe/restoran. Makalah ini bertujuan untuk mengetahui pengaruh dari social media engagement dan food influencer power terhadap marketing performance serta determinasi antara marketing performance dan financial application usefullness terhadap financial performance pada bisnis food and baverages (F&B). Penelitian ini termasuk jenis penelitian kuantitatif dengan obyek penelitian kafe/restoran yang melibatkan 146 responden, yang tersebar di beberapa kota besar di indonesia, survey dilakukan secara online dan data diolah dalam simulasi SEM–PLS. Uniknya, temuan statistik menjelaskan bahwa social media engagement dan food influencer power berpengaruh signifikan terhadap marketing performance. Marketing performance berpengaruh signifikan terhadap financial performance. Anehnya, financial application usefulness tidak berdampak signifikan terhadap financial performance dan gagal menjadi moderator dalam hubungan pada marketing performance terhadap financial performance. Istimewanya, peran media sosial sangat esensial untuk menjaga kinerja pemasaran, meski sebagian besar responden mengalami penurunan omzet. Menggunakan media sosial, keberlanjutan kafe/restoran masih dapat mengontrol intensitas bisnis ataupun hubungan dengan konsumen.
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DOI: https://doi.org/10.33373/dms.v12i1.5089
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