Pengaruh Adopsi Social Media dan Literasi Digital Terhadap Kepercayaan dan Kinerja Pemasaran UMKM di Kabupaten Luwu Utara

This study aims to analyze the effect of social media implementation and digital literacy on consumer trust and the marketing performance of Micro, Small, and Medium Enterprises (MSMEs) in North Luwu Regency, while also examining the role of consumer trust as a mediating variable in this relationship. A quantitative approach was used by collecting data through online and offline questionnaires from 200 MSME respondents active on social media. The analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the help of SmartPLS 4. External model evaluation showed good convergent and discriminant validity, with Average Variance Extracted (AVE) values > 0.50, Cronbach's Alpha > 0.70, and composite reliability > 0.70. The structural model had an R-Squared of 0.263 for marketing performance and 0.280 for consumer trust, indicating adequate model fit. This study provides practical contributions for MSMEs, local governments, and policymakers to strengthen digital transformation and enrich the literature on digital marketing in developing regions. The main implication is the importance of increasing digital literacy and social media adoption to build trust and improve MSME marketing performance.