Social Media Role of Business Digitalization: Indonesian SMEs

Abstract

This study investigates the impact of social media (SM) on business marketing, customer loyalty, and customer feedback. Data was collected from a sample of 677 customers in Indonesia using a Likert scale questionnaire. The results of the study support all three hypotheses, demonstrating a significant positive impact of SM on business marketing, customer loyalty, and customer feedback. The structural equation model table shows the beta values, t values, and p values, indicating that SM has a significant impact on business marketing, customer loyalty, and customer feedback. The theoretical implications of this study suggest that SM plays an important role in business operations, contributing to the existing body of knowledge on the role of SM in business digitalization. The practical implications of this study suggest that businesses can leverage the power of SM to enhance their digitalization strategies, expand their customer base, and improve customer engagement. However, this study has some limitations, including the use of a cross-sectional research design and a Likert scale questionnaire. Future research could use longitudinal research designs and alternative data collection methods to further explore the impact of SM on business outcomes.