Does social media marketing important for MSMEs performance in Indonesia?
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 13 August 2024
Abstract
Purpose
This study aims to examine the main factors that influence the adoption of social media marketing (SMM) by small and medium-sized enterprises (SMEs) in Indonesia and how the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This research can provide input for teaching, public policy toward digital infrastructure and influence public attitudes toward digital involvement in business. This implication is in line with the findings of this research, which bridges theory and practice and has the potential to influence economic growth and quality of life.
Design/methodology/approach
The data collection method used is a survey method by distributing questionnaires to MSME actors. The number of samples in this study was 234 respondents. This study was analyzed using the Structural Equation Model (SEM) with the help of SmartPLS software.
Findings
The results of this study indicate that marketing through social media has an effect on the performance of MSMEs. MSMEs need to adopt digital media considering the rapid development of digital technology today to be in line with the demands of business development. Using social media platforms, consumers can instantly connect with new products, services and brands with ease.
Originality/value
This article provides a significant and original contribution to the literature by examining the influence of social media marketing on the performance of micro, small and medium-sized enterprises (MSMEs) in Indonesia. This report provides new insights into the adoption and impact of SMM in the Indonesian context, where internet and social media use is very high.
Keywords
Acknowledgements
The success of this research requires a lot of guidance and assistance from many parties, and the researcher is grateful to be able to use assistance in completing the research. The researcher is very grateful to all parties who we cannot mention one by one who have helped in completing this research; the researcher would especially like to say thank you to the “Pengelola Beasiswa Pendidikan Indonesia Kerjasama LPDP” for providing financial assistance during the research output process. The researcher is truly grateful that the researcher managed to complete this research correctly. Finally, the researcher would like to thank the parties involved in completing this research.
Citation
Tatik, T. and Setiawan, D. (2024), "Does social media marketing important for MSMEs performance in Indonesia?", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-01-2024-0090
Publisher
:Emerald Publishing Limited
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