THE IMPACT OF SOCIAL MEDIA MARKETING ON THE MARKETING PERFORMANCE OF CULINARY MSMES IN BANYUMAS

Abstract

This research investigates the impact of social media marketing strategies on marketing performance, with a focus on the mediating role of social media performance within food micro, small, and medium enterprises (MSMEs) in Banyumas. Utilizing a quantitative approach, data were collected from a sample of food MSMEs and analyzed through Structural Equation Modeling (SEM) with Partial Least Squares (PLS) methodology. The findings reveal that two hypotheses were accepted: first, social media marketing strategies positively influence marketing performance; second, social media performance significantly affects marketing performance. Conversely, two hypotheses were rejected: social media marketing strategies do not have a direct effect on social media performance, and social media performance does not serve as a mediating variable between social media marketing strategies and marketing performance. These results underscore the complexity of the relationship between social media marketing and performance metrics in the context of culinary MSMEs, suggesting that while direct marketing strategies are effective, the anticipated mediating role of social media performance is not supported in this study. The implications of these findings provide valuable insights for practitioners aiming to enhance marketing effectiveness through social media channels.