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All Journal JURNAL ECONOMIA ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING AJAD : Jurnal Pengabdian kepada Masyarakat JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Sains Pertanian Electronic Journal of Education, Social Economics and Technology Jurnal Penelitian dan Pengabdian Masyarakat Buletin Pengabdian
Al Mahfud Saputra
Universitas Almuslim, Bireuen, Aceh, 24261
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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Pengaruh Strategi Pemasaran Media Sosial Terhadap Citra Merek Produk Kuliner di Kabupaten Bireuen Alia Balqis; Zahraini Zahraini; Yusrawati Yusrawati; Al Mahfud Saputra
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 2 (2026): May 2026 In Press
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/mkhzmx70

Abstract

This study aims to analyze the effect of social media marketing strategy on brand image at Kue Bingkang Kak Jumi in Kuala District, Bireuen Regency. Data were collected through questionnaires using a Likert scale, while data analysis was conducted using SPSS through validity, reliability, normality, simple linear regression, t-test, and coefficient of determination analyses. The results showed that all research indicators were valid and reliable. The normality test indicated that the data were normally distributed with a significance value of 0.094 (>0.05). The regression analysis revealed that social media marketing strategy had a positive and significant effect on brand image with a significance value of 0.000 (<0.05). The coefficient of determination value of 0.531 indicated that social media marketing strategy explained 53.1% of the variation in brand image, while the remaining 46.9% was influenced by other factors outside the study. This study confirms that social media marketing is an important strategy in improving the brand image of traditional culinary MSMEs in the digital era.
Co-Authors Abdul Malik Alia Balqis Anwar Puteh Ariga, Hijrah Purnama Sari Azka Rizkina Emi Safrina Fakhrurrazi Firly, Windianet Hakim Muttaqim M Rasyidin Maihani, Syarifah Muhammad Rizal MUKHDASIR Mukhdasir Mukhdasir Nadhila Fitria Nizam, Ahmad Nurhayati Nurhayati Nurhayati Rizkina, Azka Saleh, M Shafira, Syarifah Nayla Sri Murniyanti Sri Wahyuni Syarifah Maihani Yusrawati Yusrawati Yusrawati Yusrawati Zahraini Zahraini Zulfikar Zulfikar Zulfikar