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The Role of Entrepreneurial Competence in Mediating Social Media Utilization and E-Payment Services on Marketing Performance in West Java Culinary MSMES

Year: 2024

Type: article

Abstract: This study looks into how entrepreneurial skill influences the relationship between the usage of social media, e-payment systems, and marketing performance in culinary MSMEs in West Java. This study used the associative causal method to evaluate data received from 400 MSME respondents using a structural equation model (SEM) and SmartPLS 3.0 software. The findings indicate that the usage of social media and e-payment systems improves marketing performance both directly and indirectly, with entrepreneurial competence serving as a significant mediating factor. This study emphasizes the significance of integrating digital technologies and developing entrepreneurial skills in order to attain competitive marketing performance in the digital era. Training programs aimed at boosting MSME actors' digital literacy and entrepreneurial abilities are recommended

Source: Eduvest - Journal Of Universal Studies

DOI: 10.59188/eduvest.v4i12.50014

Authors: Syahrul Ahmad Gunawan, Syti Sarah Maesaroh, Adi Prehanto

Institution: Indonesia University of Education

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4405926698

FWCI:

Cites: 16

Cited by:

Related to: 10