INVESTIGATED THE ROLE OF CELEBRITY ENDORSEMENTS AND INFLUENCERS ON MARKETING PERFORMANCE WITH SOCIAL MEDIA AS A INTERVENING VARIABLE

Abstract

This study aims to analyze the influence of Celebrity Endorsements and Influencers on Marketing Performance with the role of social media mediation in Shopee Bandung consumers, especially at Widyatama University. This study uses a path analysis method with the help of SPSS software. The population in this study were users of the Shopee application among Widyatama University Bandung. The sample was chosen as many as 140 people who were selected. The conclusion in this study is that Celebrity endorsement and influencers have a positive and significant effect on social media, and social media have a positive and significant effect on marketing performance, celebrity endorsement and the role of influencers have a positive and significant effect on marketing performance through social media as an intervening variable.