The Effect of Social Media Use On Msme Marketing Performance: The Role of Communication Quality and Brand Exposure

The massive development of social media has had an extraordinary impact on various business sectors.The role of social media in business is considered to be a medium that contributes to significantly improving business performance.This study focuses on answering the research inclusivity that has occurred so far from the influence of Social Media Use on Marketing Performance in MSMEs, by placing the Quality of Social Media Communication and Brand Exposure.The data in this study was obtained by distributing questionnaires to 133 Micro, Small and Medium Enterprises (MSMEs) which were analyzed by Structural Equation Modeling Partial Least Square (SEM-PLS).Empirically in this study reveals that the use of Social Media directly cannot increase Brand Exposure and Marketing Performance, while the Use of Social Media can increase Brand Exposure and Marketing Performance if it is through the Quality of Social Media Communication.Based on the results of the analysis that has been carried out, it is found that the role of Social Media Communication Quality is the key to the success of the influence of Social Media Use and Brand Exposure on Marketing Performance.Thus, theoretically, this study reveals that the influence of social media use on marketing performance can be through the quality of social media communication, while in the practical scope it is hoped that MSME actors can optimize their social media by focusing on improving the quality of social media communication with customers.