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 (Universitas Islam Nahdlatul Ulama Jepara)
Ali (Universitas Islam Nahdlatul Ulama Jepara)
Sisno Riyoko (Universitas Islam Nahdlatul Ulama Jepara)

MANAJEMEN DEWANTARA
Vol 10 No 2 (2026): MANAJEMEN DEWANTARA

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.