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All Journal Amkop Management Accounting Review (AMAR) Jurnal Informatika Ekonomi Bisnis Economic: Journal Economic and Business
Siam, Stivenes Tjin
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Impact of Social Media Marketing and Brand Engagement on Marketing Performance of Fashion MSMEs in Pontianak with Online Marketing Effectiveness as a Mediating Variable Stevany, Veny; Siam, Stivenes Tjin
Economic: Journal Economic and Business Vol. 4 No. 4 (2025): ECONOMIC: Journal Economic and Business
Publisher : Lembaga Riset Mutiara Akbar (LARISMA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/ejeb.v4i4.1293

Abstract

Advances in digital technology have encouraged MSMEs, particularly in the fashion industry, to utilize social media as a primary marketing tool. This study aims to examine the influence of social media marketing and brand engagement on marketing performance, with online marketing effectiveness as a mediating variable. This study was conducted using a quantitative approach using a sample of 125 fashion MSMEs in Pontianak selected through purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with the help of AMOS 29.0. Based on the analysis, it was found that social media marketing significantly influences marketing performance and digital marketing effectiveness. Brand engagement has been shown to increase online marketing effectiveness, but does not show a direct impact on marketing performance. Furthermore, marketing effectiveness was unable to mediate the relationship between the two independent variables and marketing performance. The results of this study indicate that social media still plays an important role in driving the marketing performance of fashion MSMEs, while brand engagement and online marketing effectiveness need to be improved to make a real contribution to increasing sales and customer loyalty.
Pengaruh Daya Tarik Lokasi, Word of Mouth, Harga Kompetitif terhadap Kinerja Pemasaran Graciela, Priscillia; Siam, Stivenes Tjin
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025): Accepted
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1265

Abstract

This study aims to determine the effect of location attractiveness, word of mouth, and competitive prices on the marketing performance of Fashion MSMEs in Pontianak City. The problem taken in this study is the phenomenon of increasingly tight competition in the MSME fashion sector, as well as pricing strategies that affect marketing performance. A quantitative approach was used with a causal associative research design. Primary data were collected through questionnaires distributed to 125 business actors selected using a purposive sampling technique. The measuring tool used for data tabulation was the Rating Scale which was then processed and analyzed using SPSS version 25. The results showed that location attractiveness had a positive effect on marketing performance, word of mouth had a positive effect on marketing performance, and competitive prices had a positive effect on marketing performance.
The Influence of Entrepreneurial Orientation and Brand Trust on Marketing Performance with Value Creation as a Mediating Variable in Creative SMEs in Bengkayang City Cinda, Julianti; Hiong, Lauw Sun; Siam, Stivenes Tjin
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.2883

Abstract

This study aims to determine and understand how entrepreneurial orientation, brand trust, and value creation can influence marketing performance in Creative SMEs in Bengkayang City. This study uses a quantitative research method with a questionnaire as the data collection method, where the sample used in this research consists of 120 MSME owners/managers. The sampling technique in this study employs a stratified random sampling method. Data analysis was conducted using the SEM (Structural Equation Modeling) technique with AMOS version 26.0. The research results show that entrepreneurial orientation does not have a positive influence on the marketing performance of Creative MSMEs in Bengkayang City, followed by brand trust which has a positive influence on marketing performance, then entrepreneurial orientation and brand trust have a positive influence on value creation, and the final hypothesis is that value creation does not have a positive influence on marketing performance.
Co-Authors Cinda, Julianti Graciela, Priscillia Lauw Sun Hiong Stevany, Veny