The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable
Influencer engagement through Instagram social media is becoming increasingly popular as a marketing strategy by MSMEs.This study aims to analyze the relationship between influencer engagement in improving marketing performance, with Instagram social media as a mediating variable. Influencer engagem...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Bandung: Prodi Manajemen FE Universitas Langlangbuana
2024-12-01
|
| Series: | Almana: Jurnal Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | http://journalfeb.unla.ac.id/index.php/almana/article/view/2722 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1841553395137118208 |
|---|---|
| author | Welly Surjono |
| author_facet | Welly Surjono |
| author_sort | Welly Surjono |
| collection | DOAJ |
| description | Influencer engagement through Instagram social media is becoming increasingly popular as a marketing strategy by MSMEs.This study aims to analyze the relationship between influencer engagement in improving marketing performance, with Instagram social media as a mediating variable. Influencer engagement has become an effective marketing strategy for many companies, especially in the context of MSMEs. This study uses a quantitative survey method involving respondents consisting of 125 MSME actors. Data processing was carried out using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) to test the hypothesis regarding the effect of influencer engagement on marketing performance through interactions on Instagram social media. The results showed that influencer engagement significantly affects marketing performance, directly and indirectly through Instagram social media as a mediating variable. This finding emphasizes the importance of collaboration with influencers and optimizing the use of Instagram social media to increase brand awareness, engagement, and ultimately, sales. |
| format | Article |
| id | doaj-art-9510783fbac94431b5a779cac8d2df10 |
| institution | Kabale University |
| issn | 2579-4892 2655-8327 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Bandung: Prodi Manajemen FE Universitas Langlangbuana |
| record_format | Article |
| series | Almana: Jurnal Manajemen dan Bisnis |
| spelling | doaj-art-9510783fbac94431b5a779cac8d2df102025-01-09T08:51:06ZengBandung: Prodi Manajemen FE Universitas LanglangbuanaAlmana: Jurnal Manajemen dan Bisnis2579-48922655-83272024-12-018358959810.36555/almana.v8i3.27222722The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating VariableWelly Surjono0Universitas Sangga Buana, BandungInfluencer engagement through Instagram social media is becoming increasingly popular as a marketing strategy by MSMEs.This study aims to analyze the relationship between influencer engagement in improving marketing performance, with Instagram social media as a mediating variable. Influencer engagement has become an effective marketing strategy for many companies, especially in the context of MSMEs. This study uses a quantitative survey method involving respondents consisting of 125 MSME actors. Data processing was carried out using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) to test the hypothesis regarding the effect of influencer engagement on marketing performance through interactions on Instagram social media. The results showed that influencer engagement significantly affects marketing performance, directly and indirectly through Instagram social media as a mediating variable. This finding emphasizes the importance of collaboration with influencers and optimizing the use of Instagram social media to increase brand awareness, engagement, and ultimately, sales.http://journalfeb.unla.ac.id/index.php/almana/article/view/2722influencer engagementinstagram social mediamarketing performancemsmes |
| spellingShingle | Welly Surjono The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable Almana: Jurnal Manajemen dan Bisnis influencer engagement instagram social media marketing performance msmes |
| title | The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable |
| title_full | The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable |
| title_fullStr | The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable |
| title_full_unstemmed | The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable |
| title_short | The Relationship Between Influencer Engagement in Improving Marketing Performance Through Instagram Social Media as Mediating Variable |
| title_sort | relationship between influencer engagement in improving marketing performance through instagram social media as mediating variable |
| topic | influencer engagement instagram social media marketing performance msmes |
| url | http://journalfeb.unla.ac.id/index.php/almana/article/view/2722 |
| work_keys_str_mv | AT wellysurjono therelationshipbetweeninfluencerengagementinimprovingmarketingperformancethroughinstagramsocialmediaasmediatingvariable AT wellysurjono relationshipbetweeninfluencerengagementinimprovingmarketingperformancethroughinstagramsocialmediaasmediatingvariable |