The way innovation increases SME survival performance in dynamic competitive environments remains ambiguous. The purpose of this research is to identify the perceived benefits of social media networks' impact on the competitive behavior of SMEs. It linked TOE model and CRM framework of 188 Indonesian SMEs of food and beverage sector in 2019 using SEM in two phases. The first phase was to identify the characteristics of SMEs, perceived benefits of social media, and the competitive behavior. The second phase was a quantitative analysis using SEM for the proposed framework. It is confirmed that the competitive behavior of SMEs has positive relationships with SME characteristics, market interaction media, and media to improve consumer responses, as well as digital marketing strategy and effectiveness simultaneously. The variability of the competitive behavior is mostly provided by product reviews and answers, followed by responses to rejection, unique visitors, and audience size. Meanwhile, SME characteristics, market interaction media, media to improve consumer responses, and digital marketing strategy and effectiveness have the most direct effect on the responses to rejection respectively. The implications are aligning the capabilities with the orientation of building relationships with consumers, the quality assurance strategy, enhancing customer value in the process, and merchandising strategies.
The rapid growth in internet users in Indonesia makes the e-commerce business increasingly fierce by business people. UKM I Sun Vera is one of the UKM that develops e-commerce marketing business of processed aloe vera products, but in the implementation of UKM I Sun Vera still experience some obstacles such as sales promotions carried out less than the maximum, less skilled labor, limited knowledge of applications or online business systems so that consumer purchasing decisions in e-commerce are low on the product I SUN VERA. The purpose of this study was to analyze the effect of aloe vera marketing mix on the purchasing decision of e-commerce UKM I Sun Vera. This study used a survey method with quantitative descriptive analysis namely Structural Equation Modeling (SEM) with LISREL 8.80 software. Sampling technique used on this research is purposive sampling, that involved 110 respondents. Data were collected through e-questionnaire with google form. The results showed that the variable marketing mix of products, prices and processes influence purchasing decisions. UKM I Sun Vera must pay attention to the nutritional content of the product on the packaging and add variety to the product uploaded in online marketing media. Sun Vera I SMEs must also pay attention to the affordability of product prices by making product innovations in various sizes and shapes and by adding online payment alternatives to facilitate consumers in terms of payment such as Dana, Gopay, Alfamart / Indomaret, Cash On Delivery and others.
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