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All Journal Nusantara Journal of Information and Library Studies (N-JILS) Almana : Jurnal Manajemen dan Bisnis Jurnal Manajerial Jurnal Informatika Ekonomi Bisnis jurnal ilmiah hospitality Management Studies and Entrepreneurship Journal (MSEJ) Cakrawala Repositori Imwi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Pengabdian UNDIKMA Jurnal Abdimas Bina Bangsa Jurnal Ekonomi Jurnal Pengabdian Mandiri Media Bina Ilmiah
Cucu Hodijah
Institut Manajemen Wiyata Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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The Role of Influencer Marketing to Improve Organizational Performance and its Impact on Purchasing Decisions Cucu Hodijah; Amalia Juliana Monika Intan; Rika Solihah; Santi Maria
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 3 (2021): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i3.2214

Abstract

This study aims to determine the role of influencer marketing to improve organizational performance and its impact on consumer purchasing decisions. This study uses a descriptive verification approach, a sample of 131 SME owners using incidental techniques. Data analysis used SEM with Amos software version 22. The primary data of this study was obtained from a questionnaire. While secondary data obtained through notes and publications as well as literature study.The results showed that the role of influencers had a positive and significant effect on organizational performance and purchasing decisions, and the role of influencers had a positive effect on organizational performance through mediation of purchasing decisions. This study is proposed to determine the aspects of the role of influencer marketing related to organizational performance in SMEs in the city of Bandung and also emphasizes aspects of competitive competence that have an impact on performance, especially in SMEs.
Co-Authors AA Sudharmawan, AA Dea Amalia Elis Yulianti Fitriani Fajar Galih Raspati Hasti Pramesti Kusnara Hasti Pramesti Kusnara Ihsan Setiadi Latief Iin Safariah Intan, Amalia Juliana Monika Mariati Tirta Wiyata Maryani Maryani Mulfi Sandi Yuda Novi Susyani Rika Solihah Rika Solihah Rika Solihah Rika Solihah Rizky Ferrari Oktavian Santi Maria Santi Maria Santi Maria Santo Dewatmoko Siti Ashfiasari Sri Wiludjeng Umban Adi Jaya Yudi Zatnika Zeffanya Rafhael Wijaya Zeffanya Raphael Wijaya Zulganef Zulganef