Articles
<![CDATA[The Effect of Digital Marketing and Brand Image on MSME Performance MOI Kelapa Gading Square Moderated Product Quality ]]>
<![CDATA[Kustiadi Basuki]]>;
<![CDATA[Annisa Nur Husni]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i2.5297
<![CDATA[The purpose of this study is to recommend strategies for the performance of MSMEs. The research method used is using a quantitative approach. Descriptive quantitative research method with the presentation of numbers starting from data collection, data interpretation and presentation of the results of the numbers. The results of this study prove that digital marketing has a positive and significant influence on performance in MSMEs and product quality has a positive and significant impact on brand image which is moderated by performance in MSMEs.]]>
<![CDATA[The Effect of Content Marketing and Electronic Word of Mouth (eWOM) on the Development of MSMEs Coffee Ground Sunter in Moderation of Entrepreneurial Behavior ]]>
<![CDATA[Kustiadi Basuki]]>;
<![CDATA[Intan Endah RR]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i2.5170
<![CDATA[The purpose of this research is to locate entrepreneurial behavior as a moderating variable on the effect of content marketing and E-WOM on the development of MSMEs. The research population is to increase MSMEs in Indonesia. Data collection techniques by distributing questionnaires through google form. The results of the study show that content marketing, E-WOM and entrepreneurial behavior have a positive and significant effect on the development of MSMEs, the method of entrepreneurial behavior on the influence of content marketing has no effect on the development of MSMEs. Moderation of entrepreneurial behavior on the influence of E-WOM has no effect on the development of SMEs which are moderated by entrepreneurial behavior.]]>
<![CDATA[The Effect of Product Quality and E-Servicescape on Customer Loyalty in Secondhands MSMEs Moderated by Trust ]]>
<![CDATA[Kustiadi Basuki]]>;
<![CDATA[Khairani Putri Yuniarta]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i2.5232
<![CDATA[This study aims to determine the effect of this research product quality and e-servicescape on customer loyalty moderated by trust (Trust). The population in this study were 191 Second Hands MSME customers and prospective customers, with samples using structural equation model (SEMstatistical test tools partial least squares (PLS) through SmartPLS software. Data collected by questionnaires that have been tested for validity and reliability. The results of this study are from the first hypothesis, it was found that the relationship between Product Quality and Customer Loyalty is a positive or significant effect on SMEs Second Hands. The results of the second hypothesis tester, it was found that the relationship between E-Servicescape and Customer Loyalty had a positive or significant effect on Secondhands MSMEs. The results of the third hypothesis, it is found that the relationship of Trust (Trust) to Customer Loyalty has a positive or significant effect on Second Hands SMEs. The results of the fourth hypothesis, it is found that Product Quality on Customer Loyalty cannot be moderated by Trust (Trust positively and significantly in Secondhands MSMEs. The results of the fifth hypothesis show that E-Servicescape on Customer Loyalty cannot be moderated by Trust) positive and significant on Second Hands SMEs.]]>
<![CDATA[The Effect of Industrial Work Practice Experience and Entrepreneurship Education on Interest in Entrepreneurship Using Social Media as a Moderating Variable ]]>
<![CDATA[Kustiadi Basuki]]>;
<![CDATA[Sherlina Gratia]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i2.5179
<![CDATA[The purpose of this study was to determine the effect of industrial work practice experience and entrepreneurship education on entrepreneurial interest and the use of social media as a moderating variable. This research model is a quantitative study with a sample of 200 people obtained through a questionnaire in google form distributed on social media. The results obtained by the research show that entrepreneurship education and the use of social media have a positive and significant effect on interest in entrepreneurship, but the use of social media cannot be a moderating variable on the effect of industrial work practice experience on interest in entrepreneurship.]]>
<![CDATA[The Effect of Consumer Experience and Food Quality on Customer Satisfaction of Culinary MSMEs in Jakarta moderated by Entrepreneurial Character ]]>
<![CDATA[Kustiadi Basuki]]>;
<![CDATA[Detiya Marliyana]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i2.5538
<![CDATA[The purpose of this study was to examine and determine the effect of customer experience and food quality on customer satisfaction of culinary SMEs in Jakarta moderated by entrepreneurial character. The sampling technique used was accidental sampling and the samples used in this study were 210 MSME customers in Jakarta. The data collection technique uses a questionnaire instrument and then the data that has been collected is processed by data analysis methods in the form of SEM-PLS and Smart PLS Version 03 software. The results of this study indicate that customer experience and food quality have a positive and significant effect on customer satisfaction, while entrepreneurial character has an effect on positive on customer satisfaction. Based on the moderating variable, the entrepreneurial character has not been able to strengthen the influence of customer experience on customer satisfaction, while the entrepreneurial character is able to strengthen the influence of food quality on customer satisfaction.]]>
<![CDATA[The Effect of Digital Marketing and Personal Branding on Consumer Purchase Decisions of Culinary MSMEs in Jakarta Moderated Consumer Perception ]]>
<![CDATA[Kustiadi Basuki]]>;
<![CDATA[Jeremia Jimmy]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i2.5378
<![CDATA[Utilization of technology Digital marketing in the world of marketing is becoming a very common thing to do. Especially for businesses with small and medium scale businesses (UMKM) engaged in the culinary field. Therefore, this study aims to examine and analyze the effect of digital marketing and personal branding on consumer purchasing decisions in Jakarta moderated by consumer perception. The population in this study are consumers of culinary SMEs in Jakarta. The data collection technique used random sampling by distributing questionnaires via google form. From the results of the tests carried out, it was found that digital marketing was not able to influence consumer decisions, personal branding able to influence consumer decisions, consumer perception able to influence consumer decisions, Moderation of consumer perception was not able to strengthen the influence of digital marketing on consumer decisions and moderation of consumer perception weakened personal branding on consumer decisions.]]>
<![CDATA[The Effect of Social Media Marketing and Word of Mouth on Consumer Purchase Interest in Culinary MSMEs in Jakarta Moderated Entrepreneurship Orientation ]]>
<![CDATA[Kustiadi Basuki]]>;
<![CDATA[Vinda Aulia]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i2.5499
<![CDATA[This study aims to determine the effect of Social Media Marketing and Word of Mouth on consumer buying interest in culinary MSMEs in Jakarta moderated by Entrepreneurship orientation. The population in this study was 202 culinary MSME consumers in Jakarta, with purposive sampling as a sample using structural equation model (SEM) statistical test tools partial least squares (PLS) through SmartPLS software. Data collected by questionnaires that have been tested for validity and reliability. The results of this study are based on the first hypothesis, it was found that the relationship between Social Media Marketing on Buying Interest has a positive or significant effect on culinary SMEs in Jakarta. The results of the second hypothesis tester, it was found that the relationship between Word of Mouth and Buying Interest had a positive or significant effect on Djakarta culinary SMEs. The results of the third hypothesis, it was found that the relationship between Entrepreneurial Orientation and Purchase Interest had a positive or significant effect on culinary SMEs in Jakarta. The results of the fourth hypothesis, it was found that Social Media Marketing on Buying Interest was not able to be moderated by Entrepreneurship Orientation positively and significantly in culinary MSMEs in Jakarta, significant in culinary SMEs in Jakarta.]]>
<![CDATA[The Effect of Food Delivery and Relationship Marketing Services on Consumer Purchase Decisions on Culinary MSMEs in Tanjung Priok Moderated with Entrepreneurship Self-Efficiency ]]>
<![CDATA[Kustiadi Basuki]]>;
<![CDATA[Devy Novianti]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i2.5486
<![CDATA[This study aims to prove the effect of Food Delivery Services and Relationship Marketing on Purchase Decisions and the moderating impact of Entrepreneurial Self-Efficacy. And provide evidence on impact and provide recommendations to MSMEs to improve purchasing decision strategies. The population in this study are consumers who perform and use Food Delivery Services in Jakarta as many as 205 people, with probability sampling samples using Structural Equation Modeling (SEM) analysis techniques with partial least squares (PLS) through SmartPLS software. Data collected by questionnaires that have been tested for validity and reliability. The results of the first hypothesis testing, it was found that the relationship between Food Delivery Services and Purchase Decisions had a positive or significant effect on Tanjung Priok Culinary MSMEs. The results of the second hypothesis tester, it was found that the relationship between Relationship Marketing and purchasing decisions has a negative or insignificant effect on Tanjung Priok Culinary MSMEs. The results of the third hypothesis tester, it was found that the relationship of Entrepreneurial Self-Efficacy to Purchasing Decisions had a positive or significant effect on Tanjung Priok Culinary MSMEs. The results of the fourth hypothesis tester, it was found that Food Delivery Service on purchasing decisions could not be moderated by Entrepreneurial Self-Efficacy and was not significant in Tanjung Priok Culinary MSMEs. The results of the fifth hypothesis tester, it was found that Relationship Marketing on Purchase Decisions could not be moderated by Entrepreneurial Self-Efficacy and not significant in Tanjung Priok Culinary MSMEs. The importance of Food Delivery Service on purchasing decisions because it directly affects the Tanjung Priok Culinary MSMEs and is also able to moderate the influence of another independent variable, namely Relationship Marketing.]]>
<![CDATA[The Influence of Digital Marketing and Brand Image on the Performance of Moi Kelapa Gading Square MSME Product Quality Moderated ]]>
<![CDATA[Kustiadi Basuki]]>;
<![CDATA[Annisa Nur Husni]]>
<![CDATA[ Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May ]]>
Publisher : <![CDATA[Budapest International Research and Critics University ]]>
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DOI: 10.33258/birci.v5i2.5488
<![CDATA[Research objectives this is to find out how to maintain a MSME business by means of a digital marketing strategy that is currently more accessible to many people. The research method is quantitative, by using google form and distributing to respondents. The results of this study prove that digital marketing has a positive and significant influence on performance in MSMEs and product quality has a positive and significant impact on brand image which is moderated by performance in MSMEs.]]>
