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This is a Quantitative Study study.

October 17, 2025

Social Media mediated by Innovation Capability can improve the Marketing Performance of Processing SMEs

Key Points

Social media positively impacts the marketing performance of processing SMEs in Lombok.
Innovation capabilities play a crucial role in enhancing the marketing performance of SMEs.
Social media influences processing SMEs’ performance through its mediation by innovation capabilities.
The study surveyed 182 processing SMEs across five regions in Lombok, revealing significant results.

Abstract

This causal associative research aims to uncover how social media capabilities and Innovation can improve the marketing performance of processing SMEs on the island of Lombok, West Nusa Tenggara. This study uses a quantitative method by sending and documenting questionnaires to 182 processing SME respondents spread across 5 (five) cities on the island of Lombok, West Nusa Tenggara, namely West Lombok Regency, Central Lombok Regency, East Lombok Regency, North Lombok Regency and Mataram City. The results of this research revealed that social media affects the performance of SMEs, innovation capabilities affect the performance of SMEs and social media affects the performance of processing SMEs on the island of Lombok, West Nusa Tenggara, through the mediation of innovation capabilities.

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