Analysis of the Impact of Social Media on Brand Awareness for Small and Medium Enterprises
Description
Analysis of the Impact of Social Media on Brand Awareness for Small and Medium Enterprises This research focuses on the following constructs: 1. Social Media Marketing Activities (SMMAs) 2. Perceived Value 3. Relevance 4. Brand Differentiation 5. Consumer Engagement The purpose of this research is to investigate how Social Media Marketing Activities (SMMAs) enhance brand awareness for Small and Medium Enterprises (SMEs) in Indonesia by improving perceived value, relevance, and brand differentiation, which ultimately drive consumer engagement. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), this study analyzes data collected from Indonesian social media users who interact with SME brands, emphasizing the role of digital stimuli in shaping consumer behavior within the Stimulus-Organism-Response (S-O-R) framework. Initial data from 526 respondents were pruned to 500 valid responses after removing incomplete or inconsistent. Conclusion : The study validates that strategic social media marketing is indispensable for SMEs aiming to differentiate themselves and build consumer relationships. By leveraging PLS-SEM, this research provides actionable insights for SMEs to optimize their digital strategies and achieve sustainable brand recognition. Keywords: Social Media Marketing, Brand Awareness, SMEs, Consumer Engagement.