Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal MABIS MABIS
Lie Heng
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Widya Dharma Pontianak

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Dampak Orientasi Kewirausahaan dan Pemasaran Media Sosial terhadap Kinerja Pemasaran (Studi Empiris Pada UMKM Sub Sektor Kreatif di Kota Pontianak) Lie Heng
MABIS Vol 13 No 1: Juni 2022
Publisher : LPPM Universitas Widya Dharma Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66003/mabis.v13i1.1024

Abstract

Drawing upon the resource-based view, this research focuses on how the role of entrepreneurial orientation of creative SME entrepreneurs in Pontianak, Indonesia in improving marketing performance through the role of social media marketing. The study involved 125 creative sector SMEs. By using Structural Equation Modeling (SEM) AMOS version 24, the results of the study found that social media marketing is a mediating variable between entrepreneurial orientation and marketing performance.Keywords:     entrepreneurial orientation, social media marketing, marketing performance
Dampak Orientasi Kewirausahaan dan Pemasaran Media Sosial terhadap Kinerja Pemasaran (Studi Empiris Pada UMKM Sub Sektor Kreatif di Kota Pontianak) Lie Heng
MABIS Vol 13 No 1: Juni 2022
Publisher : LPPM Universitas Widya Dharma Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66003/mabis.v13i1.1024

Abstract

Drawing upon the resource-based view, this research focuses on how the role of entrepreneurial orientation of creative SME entrepreneurs in Pontianak, Indonesia in improving marketing performance through the role of social media marketing. The study involved 125 creative sector SMEs. By using Structural Equation Modeling (SEM) AMOS version 24, the results of the study found that social media marketing is a mediating variable between entrepreneurial orientation and marketing performance.Keywords:     entrepreneurial orientation, social media marketing, marketing performance
Co-Authors