<![CDATA[The development of social media has changed the pattern of interaction between business actors and consumers, including in the Student Business Unit (UUM) managed by students. This study aims to analyze the influence of the use of social media on increasing interaction between the Digital Business Student Business Unit of Ibn Khaldun University Bogor and its consumers. This study uses a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (PLS-SEM). Data was collected through questionnaires distributed to student respondents and analyzed using SmartPLS software. The results of the analysis show that the use of social media has a positive and significant effect on interaction with consumers. The value of the determination coefficient (R²) of 0.824 shows that the social media utilization variable has a very strong predictive ability to explain the variation in consumer interaction. All research indicators were proven to be valid and reliable based on the outer loading values, Cronbach's Alpha, Composite Reliability, and Average Variance Extracted (AVE). These findings indicate that optimal use of social media can increase the intensity of communication, engagement, and long-term relationships between Student Business Units and consumers. This research provides practical implications for student business managers in designing social media-based digital marketing strategies more effectively.]]>
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