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All Journal KONSELI: Jurnal Bimbingan dan Konseling (E-Journal) Al-Iqtishad : Jurnal Ilmu Ekonomi Syariah (Journal of Islamic Economics) Jurnal Ilmiah Ekonomi Islam Jurnal Mantik Community Development Journal: Jurnal Pengabdian Masyarakat JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Berajah Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Journal of Economics Research and Policy Studies Jurnal Informatika Ekonomi Bisnis Krigan: Journal of Management and Sharia Business International Journal of Business, Economics & Financial Studies Management and Business Progress Community Service Progress Accounting Progress
Gunawan, Didik
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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MODEL OF INCREASING MSME COMPETITIVENESS IN TEBING TINGGI CITY IN THE DIGITAL REVOLUTION ERA Gunawan, Didik; Hartanto, Bobby
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 2 No. 5 (2022): October
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v2i5.385

Abstract

This study aims to determine the Model of Increasing the Competitiveness of MSMEs in the City of Tebing Tinggi in the Era of the Digital Revolution. The population of this research is MSME customers in Tebing Tinggi City with a sample of 96 respondents. Methods of data analysis using SmartPLS 3.0 with the results: halal labels, Electronic Word of Mouth and Product Quality partially affect the Brand Image of MSME customers in Tebing Tinggi City. Halal label, Electronic Word Of Mouth and Product Quality partially affect Brand Trust for MSME customers in Tebing Tinggi City. Halal label, Electronic Word Of Mouth and Product Quality have no partial effect on purchasing decisions for MSME customers in Tebing Tinggi City. Brand Image and Brand Trust have a partial effect on purchasing decisions for MSME customers in Tebing Tinggi City. Brand Image can mediate the effect of halal label and Electronic Word Of Mouth on Purchase Decision, but not on the influence of Product Quality on Purchase Decision. The same thing happened to Brand Trust.
Co-Authors Agustin, Zura Andini Anggun, Depina Angin, Fahrizal Perangin Anita Rizki Apriyanti, Rini Arfah, Yenni Astika, Weni Asyari, Asyari Ari Awaluddin Awaluddin Azmi , Nurul Batubara, Rizki Wulanita Bobby Hartanto, Bobby Cahaydi, Willy Cahyadi, Lukieto Cahyadi, Willy Dewi, Ririn Fitria Dikdik Kusdiana Dinovidta, Tio Lenta Ferryanto, Thomas Fitrianingsih Fitrianingsih Haratikka, Haya Hermansyah Hermansyah Hutauruk, Rapat Piter Sony Imelda Mardayanti Jumadiah Wardati Layli, Devi Liunardo, Nycholas Lubis, Nanda Sri Dewi Maharani, Suci Neni Murniati Nurdini, Yuni Nurhafizah, Siti Nurnabilla, Siti Paramita S, Novia Perengki Susanto Pratama, Ivan Febri Puspaningrum, Cici Putri Andriani Putri Ayu Lestari Rahayu Rahayu Sarwoto Sarwoto, Sarwoto Sianipar, Cristin Natalia Sinaga , Eryolen Ratno Suwita, Alya Syahputra, Andry Tri Lestari Useno, Bambang Wani Saragih, Tri