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All Journal The Es Economics and Entrepreneurship Research Horizon
Rabiatul Adawiyah, Wiwiek
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Arts Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Social Media Marketing Strategy Strategic Content Capability and Social Engagement: A Pathway to Social Media Performance in Indonesian MSMEs Pratama, Putra; Najmudin, Najmudin; Sudarto, Sudarto; Novandri, Weni; Pradipta Setyanto, Refius; Rabiatul Adawiyah, Wiwiek
The Es Economics and Entrepreneurship Vol. 4 No. 01 (2025): The Es Economics And Entrepreneurship (ESEE)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esee.v4i01.620

Abstract

The tremendous development of social media usage—which now exceeds 5.4 billion people worldwide—has brought digital platforms to the center of marketing strategy. However, existing research frequently ignores the impact of strategic planning and internal content skills on engagement and performance. By investigating the impact of Digital Content Capability (DCC) and Social Media Marketing Strategy (SMMS) on Customer Engagement (CE) and Social Media Performance (SMP) among Indonesian fashion MSMEs, this study fills a significant knowledge gap. Data from 130 respondents were evaluated quantitatively using Structural Equation Modeling (SEM-PLS). The results suggest that DCC and SMMS have a considerable impact on CE, which then mediates their effect on SMP. The findings show that social media efficacy is based on more than just frequency or platform choice, but also on the strategic capacity to create relevant, consistent, and analytically driven content. This study provides both theoretical insights and practical methods for SMEs to improve their content strategies and digital outcomes.
The Effect of Company Size, Leverage, and GCG on the Financial Performance of the Hospitality Industry Sector Yudhanto, Wildan; Suroso, Agus; Rabiatul Adawiyah, Wiwiek
Research Horizon Vol. 5 No. 6 (2025): Research Horizon - December 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.6.2025.957

Abstract

The hospitality industry plays a significant role in regional economic development, yet its financial performance is often influenced by various internal factors. This study aims to empirically examine the effect of company size, leverage, and Good Corporate Governance (GCG) on the financial performance of hospitality businesses. Employing a mixed-methods approach, the research collected data through purposive sampling, resulting in a total of 117 industry respondents. Quantitative data were analyzed using multiple linear regression, while qualitative insights were gathered to capture perceptions and experiences of industry practitioners involved in the study. The findings indicate that company size, leverage, and GCG significantly affect financial performance. By integrating quantitative and qualitative methods, this study offers a more comprehensive understanding of the factors shaping financial outcomes. Furthermore, this research contributes new evidence by specifically addressing the role of GCG, company size, and leverage in hospitality-sector firms, providing valuable implications for both scholars and industry stakeholders.
Co-Authors Agus Suroso Najmudin Novandri, Weni Pradipta Setyanto, Refius Putra Pratama Sudarto Sudarto Wildan Yudhanto