The Doctoral Program in Economics Faculty of Economics and Business Universitas Diponegoro on june 12, 2022 at 10.00 held a doctoral promotion (VIVA exam) M. Rifqy Roosdhani to defend his dissertation entitled “Building marketing performance with quality referral marketing communications on social Commerce”.
research the purpose of M. Rifqy Roosdhani dissertation is to develop a new conceptual model that explains how to improve marketing performance using relevant theories. In this study, Service Dominant Logic, and communication theory are used as the basis for explaining and solving identified problems. In addressing research gaps, this study proposes a new conceptual model with a mediating variable called Referral Marketing Communication Quality. This conceptual model can explain the influence of Social Commerce Capability on marketing performance. This research has novelty in developing a new conceptual model and using mediating variables to explain the relationship between variables involved. This research involved 240 food and beverage SMEs in Surakarta (Solo), Semarang City, Semarang Regency, Kudus Regency, and Jepara Regency using the SPSS program and Structural Equation Model (SEM) AMOS version 24 in the data analysis process to test hypotheses in this study. The calculation results from the hypotheses proposed in this study show the importance of variables such as Social Commerce Capability, Referral Marketing Communication Quality, Market Penetration, and Brand Exposure in driving marketing performance. The proposed variable of Referral Marketing Communication Quality in this study convincingly proves to be a mediating variable that plays an important role in filling the research gap, by clarifying the relationship between Social Commerce Capability and marketing performance. This research model is based on relevant marketing concepts and can contribute both theoretically and managerially.
The Examination Committee consists of Prof. Anis Chariri, SE., Mcom. Ph.D, Ak, CA, CfrA (Chief Examiner, Main Supervisor), Prof. Dr. Dra. Naili Farida, M.Si (Secretary Examiner, Supervisor), Prof. Dr. Suliyanto, SE., MM (External Examiner), I Made Sukresna, SE., M.Si., Ph.D (Examiner), Dr. Harry Soesanto, M.Kes (Examiner) dan Dr. Farida Indriani, S.E., M.M (Examiner, co-Supervisor). The Viva exam run two hours and after assessing the dissertation, the Committee decided to award the candidate with PhD title. Congratulation and wish you success in the future career.
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