Track: Data Analytics

Abstract

This study aims to identify the direct and indirect effect of Social Media Marketing use on Marketing Performance in a university during the COVID-19 pandemic and customer satisfaction as an intervening variable. The research data is collected through questionnaires and literature studies methods. Questionnaires are distributed to students of the 2020/2021 and 2021/2022 academic years. The analytical method used in this quantitative research is the PLS-SEM approach using SmartPLS software version 3.3.4. This study shows that Social Media Marketing has a positive and significant direct and indirect effect (intervened by Customer Satisfaction) on Marketing Performance.This study aims to identify the direct and indirect effect of Social Media Marketing use on Marketing Performance in a university during the COVID-19 pandemic and customer satisfaction as an intervening variable. The research data is collected through questionnaires and literature studies methods. Questionnaires are distributed to students of the 2020/2021 and 2021/2022 academic years. The analytical method used in this quantitative research is the PLS-SEM approach using SmartPLS software version 3.3.4. This study shows that Social Media Marketing has a positive and significant direct and indirect effect (intervened by Customer Satisfaction) on Marketing Performance.