The Synergy of Strategy and Engagement: Unlocking Social Media's Performance Potential

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Published: Mar 14, 2023
DOI: https://doi.org/10.37715/jee.v13i1.4612
Keywords:
social media strategy, customer engagement, brand exposure, social media performance, MSMEs
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Mohamad Rifqy Roosdhani
Postgraduate Program, Universitas Islam Nahdlatul Ulama
Samsul Arifin
Postgraduate Program, Universitas Islam Nahdlatul Ulama
Ali Ali
Postgraduate Program, Universitas Islam Nahdlatul Ulama
Nurul Komariyatin
Faculty Economic & Business, Universitas Islam Nahdlatul Ulama
Nurul Huda
Faculty Economic & Business, Universitas Islam Nahdlatul Ulama

Abstract

This study aimed to examine the effectiveness of social media marketing strategies in improving the social media performance of Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector. This study uses a comprehensive analytical approach, including descriptive and inferential analysis, to evaluate data collected through questionnaires. The method used in this study is  a quantitative approach with data collection from 265 SMEs in the food and beverage sector in the cities of Solo, Semarang, Kudus, and Jepara, which were selected using a purposive sampling method. Data analysis was conducted using Structural Equation Modeling (SEM) with AMOS software. This study results that the development of social media-based brand exposure and customer engagement is critical in driving improved social media performance. The study also provides detailed insights into respondents' perceptions of the research variables, including social media marketing strategy, social media-based customer engagement, brand exposure, and social media performance.

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How to Cite
Roosdhani, M. R., Arifin, S., Ali, A., Komariyatin, N., & Huda, N. (2023). The Synergy of Strategy and Engagement: Unlocking Social Media’s Performance Potential. Jurnal Entrepreneur Dan Entrepreneurship, 13(1), 65–79. https://doi.org/10.37715/jee.v13i1.4612
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Vol. 13 No. 1 (2024): Jurnal Entrepreneur dan Entrepreneurship
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This work is licensed under a Creative Commons Attribution 4.0 International License.

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