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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi Management Analysis Journal
Rihan Hafizni
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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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): March 2024
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 Evita Sandra Marsha Ayunita Irawati Ratni Prima Lita syafrizal Yovita Mumpuni Mumpuni Yulia Hendri Yeni