Pengaruh External Social Media Utilization Terhadap Marketing Performance Melalui Social Media Engagement dan Social Media Marketing Capabilities Pada UMKM Ecoprint

This study aims to analyze the effect of External Social Media Utilization on Marketing Performance, with Social Media Engagement and Social Media Marketing Capabilities serving as mediating variables among Ecoprint SMEs in the Barlingmascakeb region. This study employed a quantitative approach with a sample of 60 Ecoprint SME owners selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using the Structural Equation ModelingPartial Least Squares (SEM-PLS) method with SmartPLS 4 software. The results indicate that External Social Media Utilization has a positive and significant effect on Social Media Engagement and Social Media Marketing Capabilities. Social Media Engagement has a positive and significant effect on Marketing Performance, while External Social Media Utilization and Social Media Marketing Capabilities do not have a significant effect on Marketing Performance. Furthermore, Social Media Engagement is able to mediate the effect of External Social Media Utilization on Marketing Performance, whereas Social Media Marketing Capabilities are unable to mediate this relationship. These findings suggest that improvements in the marketing performance of Ecoprint SMEs are influenced more by customer engagement through social media than by the social media marketing capabilities possessed by business owners.