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All 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) International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Jurnal Intelek Insan Cendikia
Mohd. Heikal
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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THE EFFECT OF ENTREPRENEURIAL ORIENTATION ON SOCIAL MEDIA MARKETING ADOPTION AND MSME PERFORMANCE: THE MODERATING ROLE OF INNOVATION ABILITY Muhammad Al Hafis; Naufal Bachri; Mohd. Heikal; Ikramuddin; Adnan; Heriyana
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 5 (2025): October
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i5.4404

Abstract

This study aims to examine the influence of entrepreneurial orientation on the adoption of social media marketing and the performance of MSMEs: the moderating role of innovation capability. This study was conducted on 120 MSMEs in North Aceh Regency, and data collection was carried out through questionnaires distributed through Google Forms. The data analysis tool used Structural Equation Modeling (SEM) operated with Amos. The results of the study found that entrepreneurial orientation significantly influenced the adoption of social media marketing and the performance of MSMEs. The adoption of social media marketing and innovation capability also significantly improved the performance of MSMEs. And in testing the mediation effect of social media marketing adoption significantly mediated the influence of customer value on customer loyalty. Furthermore, in testing the moderation effect, innovation capability significantly moderated the influence of social media marketing adoption on MSME performance. The results of this study are expected to provide important contributions for stakeholders in formulating MSME business marketing policies and strategies in the future
Co-Authors Adnan Anta Sari, Indah Bahri, Halida Cut Rozana Sari Darmawati Faisal Pasaribu, Ahmad Fauzi Pakpahan Fuadi Hafidz Akbar, Muhammad Hasibuan, Ahmad Fauzul Hakim Hasibuan, Ariana Haulia Putri, Finni Syarra Heriyana Heriyana Herman Fithra Ikramuddin, Ikramuddin Irada Sinta Jullimursyida Khairina AR Laila Tussaa’dah Mariyudi Miftahul Jannah, Muti Miranda Syahputri Muammar Khaddafi MUCHSIN Muhammad Al Hafis Muhammad Multazam Naufal Bachri, Naufal Ramadhania Rico Nur Ilham Safrina Safrina Sapna Biby Siti Maimunah Sri Sauzi Amalia Suci Ramadani, Lifia Syamsul Bahri T. Edyansyah, T. Edyansyah T. Erna Setianingsih Teuku Zulkarnaen Wanda Aditya Saputra Wenny Wardianingsih Hsb Yuliana Wardana Zuriani