MARKETING CAPABILITY THROUGH SOCIAL MEDIA ON FACEBOOK MARKETPLACE

Abstract

This research intends to examine the effect of social media pricing capability, social media product development capability, social media communication capability and social media marketing planning capability on marketing performance of Facebook Marketplace users in Banyumas Regency, Central Java. The use of social media  marketing will enhance company performance, but the implementation by SMEs tends to fail, so the SMEs's capability to use social media marketing is important. Structural Equation Model is used to obtain the aim of the research and analyze the measurement and structural model. The results show that social media pricing capability, social media product development capability, social media communication capability and social media marketing planning capability have a significant effect on  marketing performance of Facebook Marketplace users. The users's ability to use social media marketing is very important to improve the marketing performance.