The Influence of Social Media and Customer Engagement on Competitive Advantage and Marketing Performance of UMKMs in Prigen
DOI:
https://doi.org/10.69836/synergy.v1i2.117Keywords:
media sosial, customer engagement, keuggulan bersaing, kinerja pemasaran, umkmAbstract
This study aims to analyze the influence of social media use and customer engagement on competitive advantage and marketing performance in Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector in Prigen District. This study used a quantitative approach with a survey of 100 MSMEs, and data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The test results indicate that social media use has a positive and significant effect on competitive advantage (β = 0.623; p < 0.05), and customer engagement has a positive and significant effect on competitive advantage (β = 0.557; p < 0.05). Furthermore, social media use and customer engagement also significantly influence marketing performance. The R² value of 0.557 indicates that competitive advantage and marketing performance can be adequately explained by the research variables. The practical implications of this research demonstrate that this theme emphasizes the importance of social media-based marketing strategies and strengthening customer engagement as an effort to improve the competitive advantage and marketing performance of MSMEs amidst the dynamics of the digital market.
References
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Factors influencing the adoption of social media by SMEs: A systematic review. Journal of Small Business and Enterprise Development, 24(1), 1–20. https://doi.org/10.1108/JSBED-11-2016-0188
Avirley Nursyafa, & Hernawati, R. (2023). Strategi customer engagement pada bisnis UMKM: Studi kasus pada In Out Coffee, Cakung. Bandung Conference Series: Public Relations, 2(2), 657–663.
Bawana, T. A. (n.d.). Analisis penggunaan media sosial sebagai alat pemasaran oleh usaha mikro, kecil, dan menengah (UMKM): Perspektif pengusaha dan konsumen. [Nama jurnal/prosiding jika ada], 13–27.
boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2013). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Erwin, E., et al. (2023). Customer engagement usaha kuliner: Kontribusi marketing content dan efek viral marketing campaigns. Jurnal Inobis, 6(3). https://doi.org/10.31842/jurnalinobis.v6i3.285
Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312–335. https://doi.org/10.1007/s11747-016-0509-2
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.
Hutter, K. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6). https://doi.org/10.1108/JPBM-05-2013-0299
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280. https://doi.org/10.1016/j.intmar.2013.09.008
Putri, M., & Syafrini, D. (2023). Customer engagement sebagai bentuk modal sosial dalam keberlanjutan bisnis online Instagram. Jurnal Sosiologi Andalas, 6, 58–68.
Razie Effendi, Abubakar, R., & Bachri, N. (2022). Pemasaran digital dan kinerja UMKM: Peran inovasi produk sebagai variabel mediasi. Jurnal Manajemen dan Bisnis, 7(2).
Saputra, A., et al. (2023). Analisis strategi content marketing dalam menciptakan customer engagement (Studi pada UMKM Manda Cake). Jurnal Ilmiah Manajemen, 8(2), 122–130.
Sari, P. L. P., & Chandra, K. D. (2022). Strategi menciptakan keunggulan bersaing pelaku UMKM melalui orientasi pasar dan inovasi. Jurnal Manajemen dan Kewirausahaan, 15(2), 233–247.
Statista. (2023). Number of internet and social media users worldwide as of January 2023.
Wafiyah, F. (2023). Pengaruh user generated content dan e-WOM terhadap purchase intention dan purchase decision pada pembeli produk Nyrtea di Instagram (Skripsi). Universitas Yudharta.
Wusqo, A. U. (2023). Optimalisasi online marketing melalui marketplace Shopee produk UMKM kopi Kutjur. Jurnal Pengabdian Masyarakat Bangsa, 1(8), 1501–1507.
Wusqo, A. U., & Nizar, M. (2017). Pengaruh entrepreneurial orientation dan market orientation terhadap keunggulan bersaing dan kinerja pemasaran UKM. JKIE (Journal Knowledge Industrial Engineering), 4(3).).
Wusqo, A. U., Fridayanti, B. E., & Aisyah, S. (2023). Pengembangan dan pendampingan UMKM dompet kulit melalui digitalisasi marketing berbasis marketplace Shopee. JPPM (Jurnal Pengabdian dan Pemberdayaan Masyarakat), 7(1), 43–49.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Nila Arbiatur Rohmah, Any Urwatul Wusko (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
