Optimizing Marketing Performance Through the Integration of Social Media, Consumer Behavior Understanding, Digital Marketing, and Service Quality

Demak Claudia Yosephine Simanjuntak (), Darwin Lie () and Sofiyan Sofiyan ()
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Demak Claudia Yosephine Simanjuntak: Universitas Prima Indonesia (UNPRI)
Darwin Lie: Universitas Prima Indonesia (UNPRI)
Sofiyan Sofiyan: Universitas Prima Indonesia (UNPRI)

A chapter in Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025), 2025, pp 64-81 from Springer

Abstract: Abstract This research investigates the impact of Social Media, Consumer Behavior Understanding, Digital Marketing, and Service Quality on Marketing Performance. In today’s digital landscape, companies must strategically align multiple elements to remain competitive and enhance market outcomes. A quantitative research method was employed, involving 130 respondents, and the data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with SmartPLS software. The analysis indicates that Consumer Behavior Understanding, Digital Marketing, and Service Quality significantly and positively influence Marketing Performance. However, Social Media showed no significant effect, implying that its influence is contingent upon effective management and integration within comprehensive marketing strategies. An adjusted R $$^2$$ 2 value of 0.720 suggests that 72% of the variance in Marketing Performance is explained by the model, reflecting a high level of predictive capability. These outcomes emphasize the importance of strategic synergy in marketing efforts. To enhance marketing performance, organizations should focus on developing deep consumer insights, leveraging digital platforms effectively, and maintaining high service standards. Moreover, simply maintaining a presence on social media is inadequate without the support of well-targeted and interactive content strategies.

Keywords: Marketing Performance; Social Media; Consumer Behavior; Digital Marketing; Service Quality (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-960-5_5

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