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Copyright (c) 2026 Hendri Sudarso, Lukman Hakim, Ricardo Indra, La Mani (Author)
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The Role Of Digital Marketing In Enhancing Customer Engagement For Social Media–Based Local Entrepreneurs
Corresponding Author(s) : Lukman Hakim
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 13 No. 1 (2026): June
Abstract
This study examines the effect of digital marketing on customer engagement among Micro, Small, and Medium Enterprises (MSMEs) in Bengkalis Regency. Specifically, it investigates how social media marketing, content marketing, and online customer interaction influence behavioral and emotional engagement. A quantitative approach with an explanatory research design was employed, using Structural Equation Modeling – Partial Least Squares (SEM-PLS) on 250 MSME respondents who actively use social media. Data were collected via online questionnaires distributed through social media and community networks. The results indicate that content marketing and online customer interaction significantly enhance behavioral engagement, while social media marketing and content marketing significantly increase emotional engagement. Conversely, social media marketing does not affect behavioral engagement, and online customer interaction does not affect emotional engagement. These findings suggest that MSMEs should prioritize value-driven content and authentic interactions to foster meaningful customer engagement.
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- Achmad, F., Prambudia, Y., & Rumanti, A. A. (2023). Sustainable Tourism Industry Development: A Collaborative Model of Open Innovation, Stakeholders, and Support System Facilities. IEEE Access, 11, 83343–83363. https://doi.org/10.1109/ACCESS.2023.3301574
- Afrisal, A. F. (2022). Collaborative governance in tourism development policy. Journal of Social Science, 3(6), 1266–1270.
- Amen Osamede, J., Reagan Olabode, O., & Olusesan Sola, O. (2025). Systematic Review: The Role of Transport in Tourism Development. IRASS Journal of Arts, Humanities and Social Sciences, 2(10), 73–81.
- Ansell, C., & Gash, A. (2008). Collaborative governance in theory and practice. Journal of Public Administration Research and Theory, 18(4), 543–571.
- Anwar, A. N. R., Budiawan, A., & Vestikowati, E. (2024). Implementation of Regional Government Policy in Improving Sustainable Tourism Development in Ciamis District. Jurnal Dialektika: Jurnal Ilmu Sosial, 22(3), 22–35.
- Bire, R. B., Conterius, A. L. F., & Nasar, A. (2021). Drivers of regional destination competitiveness: a DEMATEL-fuzzy TOPSIS approach. The Indonesian Journal of Geography, 53(1), 144–152.
- Bramwell, B., & Lane, B. (2011). Critical research on the governance of tourism and sustainability. Journal of Sustainable Tourism, 19(4–5), 411–421. https://doi.org/10.1080/09669582.2011.580586
- Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
- Dileep, M. R., & Pagliara, F. (2023). Transportation Systems and Tourism BT - Transportation Systems for Tourism (M. R. Dileep & F. Pagliara (eds.); pp. 1–25). Springer International Publishing. https://doi.org/10.1007/978-3-031-22127-9_1
- Gavurova, B., Rigelský, M., & Mikeska, M. (2023). Relationships between road transport indicators and expenditure of visitors in the context of European countries’ tourism competitiveness. Equilibrium. Quarterly Journal of Economics and Economic Policy.
- Gössling, S., & Hall, C. M. (2019). Sustainable Transport and Mobility in Tourism: A Conceptual Review. Journal of Sustainable Tourism, 27(4), 566–583.
- Gupta, R., Ear, M., Mondal, A., Janardhan, M., & Kumawat, H. (2024). Sustainable Tourism Development : Balancing Economic Growth And Environmental Conservation. 7, 1240–1253.
- Hall, C. M., Scott, D., & Gössling, S. (2021). Pandemics, transformations and tourism:: Be Careful what you wish for. In Global Tourism and COVID-19 (pp. 123–144). Routledge.
- Khan, M. R., Khan, H. U. R., Lim, C. K., Tan, K. L., & Ahmed, M. F. (2021). Sustainable tourism policy, destination management and sustainable tourism development: A moderated-mediation model. Sustainability, 13(21), 12156.
- Kvale, S. (2015). Interviews: Learning the craft of qualitative research interviewing. Sage.
- Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook. (No Title).
- Mulyani, S., Ahsani, R. D. P., & Wijaya, D. N. (2021). Collaborative Governance on Ecotourism: Towards Sustainable Tourism Development. Jurnal Borneo Administrator, 17(3), 319–334.
- Munir, S., Haq, I. ul, Cheema, A. N., Almanjahie, I. M., & Khan, D. (2025). The Role of Tourists, Infrastructure and Institutions in Sustainable Tourism: A Structural Equation Modeling Approach. Sustainability, 17(7), 2841.
References
Achmad, F., Prambudia, Y., & Rumanti, A. A. (2023). Sustainable Tourism Industry Development: A Collaborative Model of Open Innovation, Stakeholders, and Support System Facilities. IEEE Access, 11, 83343–83363. https://doi.org/10.1109/ACCESS.2023.3301574
Afrisal, A. F. (2022). Collaborative governance in tourism development policy. Journal of Social Science, 3(6), 1266–1270.
Amen Osamede, J., Reagan Olabode, O., & Olusesan Sola, O. (2025). Systematic Review: The Role of Transport in Tourism Development. IRASS Journal of Arts, Humanities and Social Sciences, 2(10), 73–81.
Ansell, C., & Gash, A. (2008). Collaborative governance in theory and practice. Journal of Public Administration Research and Theory, 18(4), 543–571.
Anwar, A. N. R., Budiawan, A., & Vestikowati, E. (2024). Implementation of Regional Government Policy in Improving Sustainable Tourism Development in Ciamis District. Jurnal Dialektika: Jurnal Ilmu Sosial, 22(3), 22–35.
Bire, R. B., Conterius, A. L. F., & Nasar, A. (2021). Drivers of regional destination competitiveness: a DEMATEL-fuzzy TOPSIS approach. The Indonesian Journal of Geography, 53(1), 144–152.
Bramwell, B., & Lane, B. (2011). Critical research on the governance of tourism and sustainability. Journal of Sustainable Tourism, 19(4–5), 411–421. https://doi.org/10.1080/09669582.2011.580586
Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
Dileep, M. R., & Pagliara, F. (2023). Transportation Systems and Tourism BT - Transportation Systems for Tourism (M. R. Dileep & F. Pagliara (eds.); pp. 1–25). Springer International Publishing. https://doi.org/10.1007/978-3-031-22127-9_1
Gavurova, B., Rigelský, M., & Mikeska, M. (2023). Relationships between road transport indicators and expenditure of visitors in the context of European countries’ tourism competitiveness. Equilibrium. Quarterly Journal of Economics and Economic Policy.
Gössling, S., & Hall, C. M. (2019). Sustainable Transport and Mobility in Tourism: A Conceptual Review. Journal of Sustainable Tourism, 27(4), 566–583.
Gupta, R., Ear, M., Mondal, A., Janardhan, M., & Kumawat, H. (2024). Sustainable Tourism Development : Balancing Economic Growth And Environmental Conservation. 7, 1240–1253.
Hall, C. M., Scott, D., & Gössling, S. (2021). Pandemics, transformations and tourism:: Be Careful what you wish for. In Global Tourism and COVID-19 (pp. 123–144). Routledge.
Khan, M. R., Khan, H. U. R., Lim, C. K., Tan, K. L., & Ahmed, M. F. (2021). Sustainable tourism policy, destination management and sustainable tourism development: A moderated-mediation model. Sustainability, 13(21), 12156.
Kvale, S. (2015). Interviews: Learning the craft of qualitative research interviewing. Sage.
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook. (No Title).
Mulyani, S., Ahsani, R. D. P., & Wijaya, D. N. (2021). Collaborative Governance on Ecotourism: Towards Sustainable Tourism Development. Jurnal Borneo Administrator, 17(3), 319–334.
Munir, S., Haq, I. ul, Cheema, A. N., Almanjahie, I. M., & Khan, D. (2025). The Role of Tourists, Infrastructure and Institutions in Sustainable Tourism: A Structural Equation Modeling Approach. Sustainability, 17(7), 2841.