Implication Of Social Media Marketing On Business Performance In Makassar City

DOI

10.2991/978-94-6463-525-6_50How to use a DOI?

Keywords

Social Media; SMEs Business Performance

Abstract

This research is to see how far the use of social media is used by SMEs owners to improve business performance. Owner competence is very important in the use of social media for business. Lack of Owner Competence can be an owner’s reluctance to use social media while the use of social media for businesses is very massive and very Helpful in reaching consumers and expanding the market. As many as 214 SMEs owners were sampled in this study, the research method used descriptive statistical analysis. The results obtained on the HR Competency variable the highest Mean value is on the Knowledge indicator, on the Perceived Usefulness variable the highest Mean value is on the Helpful indicator, on the Perceived Ease Of Use variable the highest Mean value is on the Clear and easy to use indicator, on the Behavioral Intention To variable Use the highest Mean value is on the Prediction to Continue Using indicator, and on the Business Performance variable the highest Mean value is on the Sales Growth indicator. This gives the conclusion that HR Competence greatly influences Business Performance Growth through the use of Social Media Marketing.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Andi Rifqah Purnama Alam
AU  - Muhammad Asdar
AU  - Musran Munizu
AU  - Andi Nur Bau Massepe Mappanyompa
AU  - Abdul Razak Munir
PY  - 2024
DA  - 2024/10/29
TI  - Implication Of Social Media Marketing On Business Performance In Makassar City
BT  - Proceedings of the 2023 Brawijaya International Conference (BIC 2023)
PB  - Atlantis Press
SP  - 433
EP  - 438
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-525-6_50
DO  - 10.2991/978-94-6463-525-6_50
ID  - Alam2024
ER  -