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STAYING COMPETITIVE IN THE ERA OF DIGITAL TECHNOLOGY: THE IMPORTANCE OF USING SOCIAL MEDIA
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Using social media via electronic devices and Internet connection
has become a part of life in the current day. This is altering how
individuals look for information to satisfy their requirements.
These modifications affect marketing activities and styles.
The marketing strategy becomes simpler, and product options
adjust to client wants. Social media platforms provide network
connectivity that allows organizations and consumers to
participate in marketing and sales activities in online communities.
Using social media leads to broad social bonds and builds
an environment that can influence consumer engagement. Through
social media networks, online stores increase product sales and
have an impact on improving small and medium enterprises (SMEs)
performance. However, some studies found that social media did
not cause customers to return to shop at the same online store.
Therefore, this study proposes using social media mediated by
the value of social commerce services. We tested this research on
215 SMEs in Indonesia who conduct online promotions and sales
using social media. The goal is to analyse the benefits of using
social media and the intention to buy back at the same online store
to improve the performance of SMEs. Statistical analysis is based
on data collected through survey questionnaires using the partial
least square (PLS) method to test hypotheses.
Keywords: Repurchase Intentions, Service Quality, SMEs, Social
Commerce
Astri Rumondang Banjarnahor - Personal Name
SRI MURNI SETYAWATI - Personal Name
Ade Irma Anggraeni - Personal Name
SRI MURNI SETYAWATI - Personal Name
Ade Irma Anggraeni - Personal Name
2521-1889
NONE
electronic file
2024
Corporate Governance and Organizational Behavior Review / Volume 8, Issue 2, Special Issue, 2024
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