Influence of social media marketing on the brand performance of the students’ small online businesses

Abstract

Social media marketing is a type of marketing that used social media platforms to promote its products and brand. Facebook is one of the social media platforms that is used by students’ small online businesses to inform and attract their customers. This study aims to analyze the influence of social media marketing on the brand performance of the student’s small online businesses. The study used a correlation quantitative research design with the random sampling technique. The respondents were composed of 100 customers of the students’ small online businesses who have given their evaluation about their perception of social media marketing in terms of entertainment, interaction, trendiness, advertisement, and customization. And their perception of brand performance in terms of brand awareness and brand loyalty. The results show that social media marketing has a significant influence on the brand performance of the students’ small online businesses. All variables of entertainment, interaction, trendiness, advertisement, and customization moderately influenced brand awareness and brand loyalty.

Peran Social Brand Engagement Dan Product Quality Terhadap Peningkatan Brand Awareness, Brand Association, dan Purchase Intention

“…Menurut Aguilar et al (2022) menyatakan hubungan pemasaran media sosial secara signifikan memengaruhi kinerja merek untuk bisnis online kecil siswa, dengan faktor-faktor seperti hiburan, interaksi, tren, iklan, dan penyesuaian cukup memengaruhi kesadaran dan loyalitas merek. Hasil yang sama juga digagas oleh Wijayanti et al (2021) yang membuktikan bahwa pemasaran media sosial berdampak positif terhadap kesadaran merek, pengambilan keputusan, dan jejaring sosial Warung Kuliner Suroboyo di Indonesia.…”