SOCIAL MEDIA MARKETING, INFLUENCER ENDORSEMENTS, AND CONSUMER PURCHASE DECISIONS : THE MEDIATING ROLE OF BRAND AWARENESS IN CIAO MIE, BANGKALAN REGENCY

Authors

  • Brilliane Salsa Magister Management, Universitas Ciputra , Indonesia
  • David Sukardi Kodrat Universitas Ciputra, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v9i3.17973

Abstract

This study aims to examine the effect of entrepreneurial orientation on family business performance moderated by family involvement and organizational business culture. The variables used in the study are entrepreneurial orientation, family business performance, family involvement and organizational business culture. The population in this study were Black Copra family business SME entrepreneurs in Palu, Central Sulawesi. The sampling technique used was purposive sampling. The questionnaire was distributed through an offline questionnaire to respondents who were owners of Black Copra SME businesses in Palu, Central Sulawesi. This study obtained 200 samples that were suitable for analysis. The data were analyzed using Smart PLS software and using path analysis. The results of this study indicate that entrepreneurial orientation has an effect on family business performance moderated by family involvement and organization business culture of SMEs in the Black Copra family business in Palu, Central Sulawesi.

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Published

2025-10-27

How to Cite

Salsa, B., & David Sukardi Kodrat. (2025). SOCIAL MEDIA MARKETING, INFLUENCER ENDORSEMENTS, AND CONSUMER PURCHASE DECISIONS : THE MEDIATING ROLE OF BRAND AWARENESS IN CIAO MIE, BANGKALAN REGENCY. International Journal of Economics, Business and Accounting Research (IJEBAR), 9(3). https://doi.org/10.29040/ijebar.v9i3.17973

Issue

Vol. 9 No. 3 (2025): IJEBAR: Vol. 9, Issue 3, September 2025

Section

Articles

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