The Influence Of Social Media Marketing Activities And Social Media Marketing Systems On Market Performance Through Social Media Strategy Success And Brand Awareness (A Study Of Small-Medium Online Culinary Business In The Greater Bandung Area)
Keywords:
Brand Awareness, Market Performance, Social Media Marketing Activities, Social Media Marketing System, Social Media Strategy SuccessAbstract
This study analyzed the influence of Social Media Marketing Activities (SMMA) and Social Media Marketing Systems (SMMS) on Market Performance through the mediating variables of Social Media Strategy Success and Brand Awareness. The study focused on online culinary Small and Medium Enterprises (SMEs) in the Greater Bandung area (Bandung Raya), Indonesia. The research background was driven by the shift in the creative economy paradigm and the digitalization challenges faced by business actors following the COVID-19 pandemic. The methodology employed was quantitative with descriptive and verificative approaches. Data were collected via surveys of 400 respondents, consisting of owners or managers of online culinary SMEs, using Multistage Cluster Sampling. Data analysis was performed using Structural Equation Modeling (SEM) through LISREL 8.8 software.The results indicated that simultaneously, SMMA and SMMS had a significant influence on Market Performance through mediating variables, with an value of . Partially, SMMA had a positive and significant effect on market performance, whereas SMMS did not show a significant direct effect.However, SMMS had a strong influence on market performance through the mediation of Social Media Strategy Success. These findings emphasized that strategic success and brand awareness are crucial bridges in transforming internal management systems and digital activities into sustainable financial performance.
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