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All Journal MANAJEMEN DEWANTARA
Rokib
Universitas Islam Nahdlatul Ulama Jepara
Economics, Econometrics & Finance

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THE EFFECT OF SOCIAL MEDIA MARKETING ON MARKETING PERFORMANCE WITH SOCIAL MEDIA ADVERTISING, RELIABILITY, AND CUSTOMER ENGAGEMENT AS MEDIATING VARIABLES IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) IN THE FURNITURE INDUSTRY Rokib; Ali; Sisno Riyoko
MANAJEMEN DEWANTARA Vol 10 No 2 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i2.22679

Abstract

Objectives: To examine the effects of Social Media Marketing (SMM) on marketing performance through social media ads, reliability, and customer engagement among Jepara furniture craftsmen. Methods: Quantitative research involving 125 furniture craftsmen selected through purposive sampling, analyzed using PLS-SEM. Research Gap/Novelty: Integrates three mediating mechanisms to explain how SMM enhances marketing performance. Results: SMM showed no significant direct effect on marketing performance. However, indirect effects through social media ads, reliability, and customer engagement were positive and significant. Conclusion: Targeted advertising, business reliability, and customer engagement are essential for improving marketing performance.
Co-Authors Ali Sisno Riyoko