Business Communication Strategies for Increasing Sales Revenue in Culinary SMEs: The Role of Digital Marketing and Customer Engagement
DOI:
https://doi.org/10.46975/Keywords:
Kata Kunci: Business Communication Strategy; Digital Marketing Capability; Customer Engagement; Sales Revenue Growth; Culinary SMEsAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Business Communication Strategy terhadap Sales Revenue Growth pada Usaha Mikro, Kecil, dan Menengah (UMKM) kuliner dengan mempertimbangkan peran mediasi Digital Marketing Capability dan Customer Engagement. Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory research. Data dikumpulkan melalui penyebaran kuesioner kepada pelaku UMKM kuliner yang memenuhi kriteria penelitian menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa seluruh indikator memenuhi kriteria validitas dan reliabilitas. Pengujian hipotesis menunjukkan bahwa Business Communication Strategy berpengaruh positif dan signifikan terhadap Digital Marketing Capability, Customer Engagement, dan Sales Revenue Growth. Selanjutnya, Digital Marketing Capability dan Customer Engagement terbukti berpengaruh positif dan signifikan terhadap Sales Revenue Growth. Hasil penelitian juga menunjukkan bahwa Digital Marketing Capability mampu memediasi secara signifikan pengaruh Business Communication Strategy terhadap Sales Revenue Growth, sedangkan Customer Engagement tidak memediasi hubungan tersebut secara signifikan. Temuan ini mengindikasikan bahwa peningkatan omzet UMKM kuliner lebih efektif dicapai melalui penguatan strategi komunikasi bisnis yang didukung oleh kapabilitas pemasaran digital dibandingkan melalui keterlibatan pelanggan sebagai mekanisme mediasi. Penelitian ini memberikan kontribusi teoretis terhadap pengembangan literatur komunikasi bisnis dan pemasaran digital serta memberikan implikasi praktis bagi pelaku UMKM dalam merancang strategi komunikasi yang terintegrasi dengan pemanfaatan teknologi digital guna meningkatkan pertumbuhan omzet dan daya saing usaha.
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