Purpose – The study explores the social commerce capabilities and examining the relationship
between social commerce, customer engagement, and marketing performance.
Design/methodology/approach – This study focuses on the cause-and-effect relationship between
two variables in food and beverage production in Solo, Semarang, Kudus, and Jepara. It uses
primary and secondary data from 265 entrepreneurs, using structural equation modeling and
AMOS data processing software.
Findings – The study's findings demonstrated that social commerce does not have direct effect on
Marketing performance, which contradicts other studies conducted by other researcher.
Research limitations/implications – The study reveals that social media-based consumer
engagement mediates between social commerce capacity and marketing performance, with
significant positive correlation values.
Practical implications – The study suggests that SMEs in the food and beverage industry can use
social media to develop effective marketing strategies. It recommends managing Instagram
accounts and Facebook pages, generating sales, and updating channels.
Originality/value – This study provides a new perspective on how to manage social commerce
capabilities in order to improve marketing performance in SMEs.