ANALISIS FAKTOR YANG MEMENGARUHI PERFORMA BISNIS INTERNET MARKETERS (IMERS) DENGAN METODE PLS-SEM MULTIGROUP ANALYSIS

• Main Author: Anindya Ruci, Tatya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83721
• Institution: Institut Teknologi Bandung

The development of information and communication technology, especially the internet, has opened up opportunities for digital business actors, one of which is internet marketers (imers). Imers are individuals who use internet platforms and technology to market products online through various digital strategies such as social media marketing and search engine optimization (SEO). Imers are classified into five stages that reflect their career path from no product focus to having a superior product. The stages include (i) The Hit and Run, (ii) The Survivor, (iii) The Pioneer, (iv) The Rising, and (v) The Challenger. Despite having good opportunities in the digital business industry, many imers are still unable to optimize their business performance as seen from the quantity gap between the imers group in the first lifestage and the next lifestages. Therefore, this study aims to analyze the differences in factors that affect the business performance of imers in the first lifestage and later lifestages. In this study, a qualitative model development was carried out which was then validated by imers experts. The model studied includes business performance (BP), service quality (SQ), customer satisfaction (CS), competitive pressure (CP), network learning (NL), owner support (OS), entrepreneurial orientation (EO), technological orientation (TO), and financial management (FM) factors. The model was then quantitatively tested on 165 imers who were in the first, second, and third lifestage through a questionnaire instrument. Model evaluation was conducted using partial least squares-structural equation modeling (PLS- SEM) method using multigroup analysis (MGA) approach. The results show that there are factors whose influence on business performance is significantly different between the imers group in the first lifestage and the second and third lifestage groups. The factors of customer satisfaction, financial management, and technological orientation have a more significant influence on the business performance of imers in the second and third lifestages. Meanwhile, owner support and network learning have a more significant influence on the business performance of imers in the first lifestage.