Pengaruh Digital Marketing Competence dan Social Media Engagement terhadap Kinerja Pemasaran UMKM Tenun Muna Pa’a (Studi Kasus di Desa Ranggo, Kabupaten Dompu)
Keywords:
Digital Marketing Competence, Social Media Engagement, Marketing Performance, MSMEs, Tenun Muna Pa'aAbstract
This study aims to analyze the effect of Digital Marketing Competence and Social Media Engagement on the marketing performance of Tenun Muna Pa’a MSMEs in Ranggo Village, Dompu Regency. This research employs a quantitative method with a sample of 87 respondents, drawn from a total population of 184 MSME actors using the Slovin formula. Data collection was conducted through questionnaires and subsequently analyzed using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method. The results of hypothesis testing prove that Digital Marketing Competence and Social Media Engagement have a positive and significant effect on marketing performance, both partially and simultaneously. The inner model testing shows that these two independent variables are able to explain 69.4% of the dynamics of MSME marketing performance. Specific findings in this study indicate that Social Media Engagement is the most dominant predictor factor in boosting sales and marketing performance compared to mere technical digital competence. This study concludes that the mastery of digital marketing literacy combined with the ability to foster interaction and emotional closeness with consumers in the virtual space is an essential instrument for local wisdom-based MSMEs to enhance competitiveness, expand market share, and ensure business sustainability in the digital era.
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