The Examination of the User Engagement Scale (UES) in Small Medium Enterprise Social Media Usage: A Survey-Based Quantitative Study

The Examination of the User Engagement Scale (UES) in Small Medium Enterprise Social Media Usage: A Survey-Based Quantitative Study

social-media; PCA; user engagement scale; user engagement; quantitative research; small medium enterprise

Social media has proven to be an essential marketing tool for the success of any product, service, or business. User involvement
affects the increase in revenue gain and creates long-term profit. The User Engagement Scale (UES) is one of the tools
developed to measure user engagement and has been used in various digital domains. UES intends to compute six engagement
dimensions: aesthetic appeal, perceived usability, focused attention, novelty, felt involvement, and endurability. This study
investigates and verifies the three-factor structure of the UES. We used PCA to perform the analysis. The original data will be
reanalyzed using UES, which consists of 220 valid responses. The result shows that the UES examination indicates good
reliability in three factors: Factor 1 encompasses felt involvement (FI), aesthetic appeal (AE), novelty (NO), and endurability
(EN). Factor 2 aggregates the perceived usability (PU) items. Factor 3 pertains to focused attention (FA) items. Our findings
indicate that the User Engagement Scale is a valuable and suitable measurement tool for assessing user engagement in the context of social media within small and medium enterprises.

Rona Nisa Sofia Amriza, Khairun Nisa Meiah Ngafidin, Citra Wiguna

http://jurnal.iaii.or.id

Professional Organization Ikatan Ahli Informatika Indonesia (IAII)/Indonesian Informatics Experts Association

December 2023

Sri Wahyuni

ISSN Media Electronic: 2580-0760

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