PERCEIVED BENEFITS OF SOCIAL MEDIA NETWORKS’ IMPACT ON THE COMPETITIVE BEHAVIOR OF INDONESIAN SMES IN FOOD AND BEVERAGE SECTOR
PERCEIVED BENEFITS OF SOCIAL MEDIA NETWORKS’ IMPACT ON THE COMPETITIVE BEHAVIOR OF INDONESIAN SMES IN FOOD AND BEVERAGE SECTOR

Summary/Abstract: The way innovation increases SME survivalperformance in dynamic competitive environmentsremains ambiguous. The purpose of this research is toidentify the perceived benefits of social media networks’impact on the competitive behavior of SMEs. It linkedTOE model and CRM framework of 188 IndonesianSMEs of food and beverage sector in 2019 using SEM intwo phases. The first phase was to identify thecharacteristics of SMEs, perceived benefits of socialmedia, and the competitive behavior. The second phasewas a quantitative analysis using SEM for the proposedframework. It is confirmed that the competitivebehavior of SMEs has positive relationships with SMEcharacteristics, market interaction media, and media toimprove consumer responses, as well as digitalmarketing strategy and effectiveness simultaneously. Thevariability of the competitive behavior is mostlyprovided by product reviews and answers, followed byresponses to rejection, unique visitors, and audience size.Meanwhile, SME characteristics, market interactionmedia, media to improve consumer responses, anddigital marketing strategy and effectiveness have themost direct effect on the responses to rejectionrespectively. The implications are aligning thecapabilities with the orientation of building relationshipswith consumers, the quality assurance strategy,enhancing customer value in the process, andmerchandising strategies.

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