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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Winda Aprila Monikawati
Universitas Pelita Bangsa
Economics, Econometrics & Finance

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Pengaruh Sosial Media Marketing, Selebriti Endorse, Dan Citra Merek Terhadap Kinerja Pemasaran Umkm Di Cikarang Winda Aprila Monikawati; Windi Windi; Adibah Yahya
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 2 (2025): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i2.6468

Abstract

This research analyzes the influence of Social Media Marketing, Celebrity Endorsement, and Brand Image on the Marketing Performance of SMEs in Cikarang. The method used is quantitative with a Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach through the SmartPLS 3.0 application. The results of the study indicate that Social Media Marketing has a positive but not significant effect, while Celebrity Endorsement and Brand Image have a positive and significant effect on marketing performance. The implications of these findings highlight the importance of strengthening brand image and collaborating with celebrities as effective marketing strategies for SMEs.
Co-Authors Windi Windi Yahya, Adibah