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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Muh Syulhasbiullah
Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
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THE INFLUENCE OF ENTREPRENEURIAL MARKETING ON THE LOCAL CULINARY UMKM INDUSTRY IN MAKASSAR CITY Muh Syulhasbiullah; Michael Ricky Sondak
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 2 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i2.3863

Abstract

The purpose of this research is to examine how certain aspects of entrepreneurial marketing (EM) affect the success of MSMEs in the food service industry in Makassar City. Data were analyzed using Structural Equation Modeling (SEM) with Smart-PLS. The study approach included administering a questionnaire using a five-point Likert scale. One hundred sixty-seven culinary MSMEs were chosen at random for the study. From what we can see, EM has a significant and positive impact on the production, market, inventive, and financial performance of MSMEs in the culinary industry. The analysis's T-statistic and P-value demonstrate that EM boosts performance in producing (O=0.931, T=78.263, P=0.000), selling (O=0.897, T=52.661, P=0.000), coming up with new ideas (O=0.885, T=38.155, P=0.000), and managing money (O=0.622, T=10.792, P=0.000). To be clear, neither market performance nor innovation performance has a statistically significant impact on financial outcomes. Findings suggest that MSMEs in the culinary industry in Makassar City would fare better if they make good use of EM. For these micro, small, and medium-sized enterprises (MSMEs) to thrive, they must be creative, aggressive, opportunistic, risk-taking, and focused on their customers. To further investigate the potential effects of EM activities on different performance metrics in culinary MSMEs, future studies should gather data from a broader range of locales. Furthermore, it is essential to study how big culinary enterprises use EM and to find out what techniques culinary MSMEs use that work.
MAKING CHANGE VISIBLE: HOW DIGITAL DEXTERITY BUILDS ADAPTIVE CAPACITY THROUGH VISUAL STRATEGY IN MSMEs E-COMMERCE Gracela Marisa Sanapang; Bilyan Putra Sari; Muh Syulhasbiullah
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 3 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20322657

Abstract

Set within Indonesia’s rapidly evolving platform-mediated commerce, this study explains how digital dexterity is converted into market-recognized adaptive capacity by specifying visual strategy as the execution mechanism at the customer interface. Drawing on dynamic capabilities and contemporary branding scholarship, we surveyed 240 e-commerce Micro, Small, And Medium Enterprise (MSMEs) entrepreneurs and estimated a theory-driven model using partial least squares structural equation modeling with validated reflective measures. The results are clear and internally consistent. Digital dexterity strengthens visual strategy. Digital dexterity also enhances adaptive capacity directly. Visual strategy improves adaptive capacity. Visual strategy further serves as a substantive conduit that links digital dexterity to adaptive capacity, indicating that digital skills matter most when institutionalized through a disciplined, cross-channel visual system that standardizes identity elements, reusable templates, and trust-bearing cues so strategic shifts become legible, credible, and repeatable. The study contributes an integrated account that connects digital transformation capability to adaptive outcomes through visual execution. Practically, we recommend building dexterity micro skills in analytics and rapid testing, codifying lightweight brand kits and creative templates, and instituting a regular creative review cadence so adjustments are communicated consistently across touchpoints. We also outline directions for longitudinal and platform-specific replications that pair perceptual data with behavioral performance traces.
Co-Authors Bilyan Putra Sari Gracela Marisa Sanapang Michael Ricky Sondak