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All Journal PINISI Discretion Review ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Target : Jurnal Manajemen Bisnis Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Business Management Jurnal Pengabdian Masyarakat STIE Surakarta (DIMASETA) Jurnal Sains Student Research Jurnal Akademik Pengabdian Masyarakat Jurnal Salingka Nagari Jurnal Media Digital
Febisatria, Andhi
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Journal : PINISI Discretion Review

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Social Media Marketing and Marketing Performance: The Mediating Role of Customer Engagement Febisatria, Andhi; Baharuddin, Aris; Sipayung, Leonardo Davidsi; Rosalin, Sovia
PINISI Discretion Review Volume 9, Issue 2, March 2026
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v1i2.83200

Abstract

This study investigates relationships among Social Media Marketing, Customer Engagement, and Marketing Performance using a PLS-SEM approach. Measurement model assessment confirms that all constructs meet required validity and reliability criteria, providing a robust foundation for structural analysis. Empirical findings indicate that Social Media Marketing has a positive and significant effect on Marketing Performance, showing that social media–based activities enhance SME performance through wider market reach and more effective marketing communication. Results also reveal a significant positive influence of Social Media Marketing on Customer Engagement, highlighting the importance of content quality, interaction, and communication intensity in encouraging active customer involvement. Evidence further demonstrates that Customer Engagement positively affects Marketing Performance and significantly mediates the relationship between social media marketing and performance outcomes. Overall findings emphasize that marketing performance optimization depends on social media strategies that prioritize continuous and meaningful customer engagement..
Co-Authors Abd. Rahman Yus Adwishanty, Putu Ruth Ainin Syukuria Putri, Ainin Syukuria Aris Baharuddin Aryan Agus Pratama Davidsi Sipayung, Leonardo Davidsi Sipayung Eureka Tri zarazwaty Eureka Try Zarazwanty R. Laega Fattah, Arsianita Nur Laega, Eureka Try Zarazwanty R. Leonardo Davidsi Sipayung Putu Ruth Adwishanty Rizky, Alifia Ainun Rosalin, Sovia Sipayung, Leonardo Davidsi Stefan, Yonatan Alvin Try Zarazwanty R. Laega, Eureka Zarazwanty R. Laega, Eureka Try Zulfahmi Zulfahmi Zulfahmi