PERAN SOSIAL MEDIA MARKETING TERHADAP KINERJA UMKM: SYSTEMATIC LITERATURE REVIEW MELALUI PERSPEKTIF BRAND AWARENESS, CUSTOMER ENGAGEMENT, DAN BRAND LOYALTY
DOI:
https://doi.org/10.35145/procuratio.v14i2.6019Keywords:
Social Media Marketing, Kinerja UMKM, Customer Engagement, Brand Awareness, Systematic Literature Review, MSME PerformanceAbstract
The development of information technology requires Micro, Small, and Medium Enterprises (MSMEs) to adapt to digital marketing in order to maintain competitiveness. This study aims to systematically synthesize the contribution of social media marketing (SMM) to MSMEs' performance based on scientific literature from 2021–2026. The method used is a Systematic Literature Review (SLR) following the PRISMA 2020 guidelines on 30 selected articles from the Scopus database that passed the Quality Assessment stage. The synthesis results indicate that SMM has a positive relationship with both financial and non-financial performance of MSMEs. The success of SMM implementation is influenced by internal organizational factors, technology characteristics, and external environmental pressures. SMM supports relational performance by creating high-level brand awareness, activating customer engagement participation, and strengthening long-term brand loyalty. This study proposes a conceptual framework model.
Perkembangan teknologi informasi mengharuskan Usaha Mikro, Kecil, dan Menengah (UMKM) melakukan adaptasi pemasaran digital guna mempertahankan daya saing. Penelitian ini bertujuan untuk menyintesiskan secara sistematis kontribusi social media marketing (SMM) terhadap kinerja UMKM berdasarkan literatur ilmiah periode 2021–2026. Metode yang digunakan adalah Systematic Literature Review (SLR) dengan pedoman PRISMA 2020 terhadap 30 artikel terpilih dari basis data Scopus yang lolos tahapan Quality Assessment. Hasil sintesis mengindikasikan bahwa SMM memiliki hubungan positif dengan kinerja finansial dan non-finansial UMKM. Keberhasilan implementasi SMM dipengaruhi oleh faktor organisasi internal, karakteristik teknologi, dan tekanan lingkungan eksternal. SMM mendukung performa relasional melalui pembentukan brand awareness tahap tinggi, pengaktifan partisipasi customer engagement, serta pengokohan ikatan brand loyalty jangka panjang. Penelitian ini mengusulkan sebuah model kerangka konseptual baru yang mengintegrasikan jalur hubungan sekuensial tersebut untuk mengatasi fragmentasi konseptual pada studi terdahulu.
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