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The Influence of Digital Influencer and Product Innovation on MSME Performance in Banda Aceh City by Brand Endorsement as a Mediator

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  • Robi Novrian,
  • Mukhlis,
  • T. Meldi Kesuma
Robi Novrian
Management Department, Universitas Syiah Kuala, Indonesia
Mukhlis
Management Department, Universitas Syiah Kuala
T. Meldi Kesuma
Management Department, Universitas Syiah Kuala,
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 12 No. 07 (2024)

Submission to VIJ 2024-07-02

Keywords

  • Digital Influencer, Product Innovation, Brand Endorsement, MSME Performance

Copyright (c) 2024 Robi Novrian, Mukhlis, T. Meldi Kesuma

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study aims to examine how Digital Influencers and Product Innovation affect the performance of Micro, Small, and Medium Enterprises (MSMEs) in Banda Aceh City, with Brand Endorsement playing a mediating role. The total population of MSMEs in Banda Aceh is 17,308. The study used primary data. Structural Equation Modelling (SEM) was used to analyze the direct effects, while the indirect effects were tested using the Sobel calculator. The results indicate that Digital Influencers and Product Innovation influence Brand Endorsement. Additionally, Digital Influencers, Product Innovation, and Brand Endorsement all influence MSME Performance. The study also found that Brand Endorsement acts as a mediator between Digital Influencers and Product Innovation in influencing MSME performance. This shows that the MSME Performance improvement model in Banda Aceh depends on the suitability of Digital Influencers, increased Product Innovation, and effective Brand Endorsement.

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