Analysis of Social Media Marketing Technology and Online-Based Consumer Purchase Interest in South Sulawesi

Abstract

This study aimed to analyze and explain the influence of marketing technology and consumer buying interest on the effectiveness of business continuity through business competitiveness. The population in this study includes owners or managers of online-based micro, small, and medium enterprises (MSMEs) who are members of associations in South Sulawesi Province spread in 6 regencies and cities, including Makassar, Gowa, Takalar, Jeneponto, Bantaeng, and Bulukumba. A total of 706 owners or managers of online-based MSMEs were identified and 250 respondents were selected as the sample using probability sampling technique, multistage random sampling, or cluster sampling based on gradual division of regions. Lisreal Ver,-2022 Structure Equation Modeling (SEM) program was used as the analytical technique for hypothesis testing. The results showed that: (1) marketing technology has a significant indirect effect on business competitiveness, (2) consumer buying interest has a significant indirect effect on business competitiveness, (3) marketing technology has a significant direct effect on the effectiveness of business continuity, (4) consumer buying interest has a direct and insignificant effect on the effectiveness of business continuity, and (5) business competitiveness has a significant direct effect on the effectiveness of business continuity.