https://ejurnal.unim.ac.id/index.php/bisman <p><strong>E-Journal Bisman (Bisnis dan Manajemen)</strong>: The Journal of Business and Management [e-ISSN 2614-6592] is an electronic scientific journal published online twice per year or once per semester. E-Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management aims to improve the quality of science and channel the interest of sharing and dissemination of knowledge and business for scholars, students, practitioners, and the observer of science in Management. E-Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management accepts the results of studies and research articles which have not been published in other media. Bisman (Bisnis dan Manajemen): The Journal of Business and Management is published by The Management Department of Economic Faculty in Universitas Islam Majapahit in collaboration with Aliansi Pengelola Jurnal Ekonomi dan Bisnis Indonesia (ALJEBI).</p> Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia en-US Bisman (Bisnis dan Manajemen): The Journal of Business and Management 2614-7734 <p><strong>Pemberitahuan Hak Cipta</strong></p> <ol> <li>Seluruh materi yang terdapat dalam situs ini dilindungi oleh undang-undang. Dilarang mengutip sebagian atau seluruh isi situs web ini untuk keperluan komersil tanpa persetujuan dewan penyunting jurnal ini.</li> <li>Apabila anda menemukan satu atau beberapa artikel yang terdapat dalam <em><strong>Bisman (Bisnis dan Manajemen): The Journal of Business and Management </strong></em>yang melanggar atau berpotensi melanggar hak cipta yang anda miliki, silahkan laporkan kepada kami, melalui email pada <a href="http://ejurnal.unim.ac.id/index.php/bisman/about/contact" target="_blank" rel="noopener">Priciple Contact</a><a href="https://ejournal.uluwiyah.ac.id/index.php/maisa/about/contact" target="_top">.</a></li> <li>Semua Informasi yang terdapat di <em><strong>Bisman (Bisnis dan Manajemen): The Journal of Business and Management</strong></em> bersifat akademik. <em><strong>Bisman (Bisnis dan Manajemen): The Journal of Business and Management</strong></em> tidak bertanggung jawab terhadap kerugian yang terjadi karana penyalah gunaan informasi dari situs ini.</li> </ol> https://ejurnal.unim.ac.id/index.php/bisman/article/view/3462 <p><em>This study aims to identify factors influencing the effectiveness of digital marketing among SMEs in Mojokerto City through a quantitative survey. The sample consists of 95 randomly selected SME owners from a population of 1,625, using the Henry King nomograph with a 5% margin of error. Data were collected through a questionnaire measuring partnership programs, celebrity endorsements, brand awareness, and digital marketing effectiveness, analyzed using PLS-SEM and Ordinary Least Squares (OLS). Key findings indicate that both partnership programs and celebrity endorsements significantly impact digital marketing effectiveness through increased brand awareness. Partnership programs directly enhance brand awareness, while endorsements positively influence brand perception. The analysis shows that brand awareness serves as a significant mediator linking partnership programs and endorsements with digital marketing effectiveness, supporting Keller’s (2001) brand equity theory, which positions brand awareness as the foundation of consumer-brand relationships. In a digital context, strategic collaborations with influencers and well-planned partnerships emerge as critical for effective marketing, suggesting the importance of a holistic strategy that integrates partnerships and endorsements. This research demonstrates that integrating partnership programs and endorsements into digital marketing strategies effectively enhances brand awareness, which, in turn, improves campaign effectiveness. Looking ahead, SMEs need to strategically engage with partners and celebrities aligned with their brand values to achieve maximum impact. The practical implications highlight the importance of establishing brand awareness as an initial step in digital strategies, while socially and ethically, this study emphasizes the necessity of transparency and authenticity in selecting endorsers and partners to avoid consumer manipulation.</em></p> Elly Joenarni Mokhammad Ridha Anna Kridaningsih Rachmad Sholeh Copyright (c) 2024 Bisman (Bisnis dan Manajemen): The Journal of Business and Management http://creativecommons.org/licenses/by-nc/4.0 2024-11-29 2024-11-29 7 3 509 525 10.36815/bisman.v7i3.3462