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Yulia Hendri Yeni
Departemen Manajemen Fakultas Ekonomi Dan Bisnis Universitas Andalas
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Journal : management analysis journal

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Enhancing MSMEs Business Performance Using Behavioral Intention and Use Social Media Marketing: The Moderating Role of Resistance to Change Rihan Hafizni; Ratni Prima Lita; Yulia Hendri Yeni; Syafrizal
Management Analysis Journal Vol. 13 No. 1 (2024): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v13i1.1918

Abstract

This study aims to enhancing msmes business performance using behavioral intention and use social media marketing with the moderating role of resistance to change. Social media marketing is a strategic factor in business performance. Behavioral intention and use social media marketing have received special attention in the context of use social media marketing due to its important role in enhancing business performance. This study used a survey method with 300 respondents. For analyzing  the data using Smart-PLS (Partial Least Square) for Structural Equation Modelling (SEM). The results show that behavioral intention positively affect on use social media marketing and use social media marketing positively affects on employee performance. Furthermore, resistance to change acts as a negatively moderation between the relation behavioral intention on use social media marketing them. This research provides further suggestions on how behavioral intention can improve use social media marketing and enhancing business performance in their working area.
Co-Authors Abdi Setya Putra Abdul Aziz Aguswan Nurdin Aisah Anugerah Qadri Akhyudelpa, Yefrina Akmal Auliya Amri Al-dheleai, Mohammed Najib Saleh Mohammed Alfit man Amri, Akmal Auliya Amsal, Ares Albirru Anggita Primasari Anggita Primasari Attani, Muhammad Rizki Azmen Kahar Baskara Dwi Adi Syahputra Berri Brilliant Albar Danis Ganeru Efio Lasyera Elvira Luthan Erlinengsih, . Fadhilah Idris Farell Dwi Aferi Firva Wulandari, Indah Ganeru, Danis Geby Fadilla Yuza Gustina Hadiana Rossya Hadril Busuddin Hafizni, Rihan Herman, Meri Herliza Indah Firva Wulandari Keesa Nabila Afida Lasti Yossi Hastini Lasti Yossi Hastini Laura Amelia Triani Laura Syahrul Ma’ruf Ma’ruf Melani Wahyu Diatri Melinda Noer Melisa Melisa Meri Herliza Herman Mohamad Fany Alfarisi Mustafa, Nadya Muthia Zulkarnain Nadia Edawarma Nadya Mustafa Nasution, Hanny Nerissa, Nidianti Nofialdi, Nofialdi Nur Hapizah Oza syafriani Putra, Abdi Setya Rahmasari, Yuli RAHMAT SYAHNI Ranti Mawardi Ratna Roostika Ratni Prima Lita Rihan Hafizni Rika Rahmayuni Roni Andespa Sari Lenggogeni Sari Lenggogeni Sari, Chintia Wulan Sari, Dessy Kurnia syafrizal Syafrizal Syafrizal Syafrizal Syafrizal Triana, Lora Utama Melisha Hidayat Vera Pujani Veri nita Wahyuningsih Wahyuningsih Yefrina Akhyudelpa Yefrina Akhyudelpa Yefrina Akhyudelpa Yonaldi, Sepris Yudi Fernando Yuli Rahmasari Yulihasri Yuza, Geby Fadilla