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THE EFFECT OF SOCIAL MEDIA CUSTOMER ENGAGEMENT ON SOCIAL MEDIA PERFORMANCE

Dr. Mohamad Rifqy Roosdhani, S.T., M.M., 0625057201 and Dr. H. Samsul Arifin, S.E., M.M., 0619077401 and Dr. Hj. Nurul Komariyatin, S.E., M.Si., 0615107001 and Dr. Ali, S.E., M.M., 0604106902 and Nurul Huda, S.E., M.M., 0611037501 (2024) THE EFFECT OF SOCIAL MEDIA CUSTOMER ENGAGEMENT ON SOCIAL MEDIA PERFORMANCE. 3rd International Conference on Business and Social Sciences, 3 (1): 1. pp. 591-603. ISSN 2746-5667

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Abstract

The development of social media use in business in the last decade has been very rapid. Companies that have a good and appropriate marketing strategy in the use of social media will benefit from its social media performance. Studies reveal that there are still many businesses that use intuition in developing their social media marketing strategy and with various experiments on their own. This study reveals the social mediamarketing strategies that SMEsshould implement in order to improve their Social Media Performance. Marketing strategies through social media carried out by SMEs in order to have maximum leverage should be moderated by using Social Media based Customer Engagement. This study uses a quantitative approach by collecting data and analyzing data using a sample of 265 food and beverage SMEs in Solo, Semarang, Kudus and Jepara using a purposive sampling method. The data collected in this study through questionnaires to test the empirical model using Structural Equation Modeling (SEM-AMOS).

Item Type: Article
Uncontrolled Keywords: social media marketing strategy, social media based customer engagement, brand exposure, social media performance, small and medium enterprises
Subjects: 600 Teknologi dan Ilmu-ilmu Terapan > 650 Manajemen Bisnis > 658 Manajemen Umum > 658.82 Promosi Pemasaran
Divisions: UNISNUPedia > Artikel Jurnal
Depositing User: UPT Perpustakaan UNISNU Jepara
Date Deposited: 21 Feb 2024 08:32
Last Modified: 21 Feb 2024 08:33
URI: https://eprints.unisnu.ac.id/id/eprint/5752

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