Social Media Marketing for SMEs: Leveraging Information Systems for Sales Performance

Small and medium enterprises (SMEs) may directly interact with more clientele using social media marketing (SMM). To ensure accurate data and effective monitoring of progress, the field of SMM requires implementing a robust information system. This study examines the impact of information systems on consumer engagement in social media marketing for SMEs. This approach assesses the adoption of social media marketing using a single variable. This study employed purposive sampling to identify 129 SMEs for cross-sectional preliminary research. The preliminary research will take place around Jabodetabek in May and June of 2024, utilizing a Google Form survey. The author analyzed the data obtained from PLS-SEM using Smart PLS 3.0. This preliminary research computed Partial Least Squares (PLS) scores and performed bootstrapping. From a statistical standpoint, social media enhances the marketing effectiveness of SMEs in Indonesia. The market's efficiency and performance demonstrate the gain. This preliminary research consists of nine variables, such as, competitor pressure, affordable marketing cost, user generated content, belief in information, customer relationship, social media marketing adoption, SMEs’ marketing engagement, and sales performance, with only one hypothesis exhibiting a non-significant relationship.

Keywords—social media marketing, SMEs, information systems, marketing engagement