Market Sensing as a Catalyst for Enhancing Social Media Engagement and Marketing Success in Small Enterprises Nurul Komariyatin, Mohamad Rifqy Roosdhani, Samsul Arifin, Muhammad Khoiruddin
1Faculty of Economics and Business, Nahdlatul Ulama Islamic University Jepara, Central Java, Indonesia
2,3Master of Managemen, Nahdlatul Ulama Islamic University Jepara, Central Java, Indonesia
4Islamic Education Management, Nahdlatul Ulama Islamic University Jepara, Central Java, Indonesia
Abstract
Small and medium-sized enterprises (SMEs) face significant challenges in adapting to dynamic market conditions. This study examines the role of market sensing capabilities in enhancing social media performance and overall marketing effectiveness within SMEs. The aim of this study is to investigate the relationship between market sensing capability, social media performance, and marketing performance in SMEs. A quantitative approach was employed, using surveys distributed to 1967 SMEs to gather data on market sensing capabilities and performance metrics, which were analyzed using SEM-PLS. The results indicate a significant positive correlation between market sensing capability and both social media performance and marketing performance, highlighting the importance of responsive strategies in competitive environments. This study is useful for SMEs seeking to enhance their market orientation and improve performance through effective use of social media. It provides insights for practitioners on the necessity of developing strong market sensing capabilities.
Keywords: Market Sensing Capability- Social Media Performance- Marketing_Performance
