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All Journal Dinasti International Journal of Education Management and Social Science
Sopyan Saori
Universitas Muhammadiyah Sukabumi, Kota Sukabumi, Indonesia
Education

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Analysis of Social Media, Entrepreneurial Characteristics and Entrepreneurial Competence on MSME Performance Vina Srimaulani; Dicky Jhoansyah; Sopyan Saori
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 6 (2025): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i6.4738

Abstract

This study aims to determine the effect of Social Media variables, Entrepreneurial Characteristics and Entrepreneurial Competence on MSME Performance in Chicken Porridge MSME Actors in Sukabumi City. The method used in this study is an associative descriptive method with a quantitative approach. The population of this study were Micro, Small and Medium Enterprises (MSMEs) in the Chicken Porridge culinary sector in Sukabumi City. The population members studied were 166 members registered with the Sukabumi City Diskumindag in 2023, using the probability sampling method with a simple random sampling type. This study uses IBM SPSS Version 25 software as a data analysis tool. The results of the study indicate that all hypotheses are accepted, which means there is a positive and significant influence between Social Media on MSME Performance with a t-value of 2.994> t table 1.658 and a significance value of 0.003 <0.05, Entrepreneurial Characteristics on MSME Performance with a t-value of 2.706> t table 1.658 and a significance value of 0.008 <0.05, and between Entrepreneurial Competence on MSME Performance with a t-value of 3.434> t table 1.658 and a significance value of 0.001 <0.05. Thus, Social Media, Entrepreneurial Characteristics and Entrepreneurial Competence affect MSME Performance.
The Effect of Content Marketing on Purchase Intention through Brand Trust as a Mediating Variable in Gen Z Skincare Users Abdul Ilham Subarkah; Kokom Komariah; Sopyan Saori
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 6 (2025): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i6.4848

Abstract

Content marketing has become one of the alternative strategies to increase business value, particularly in building long-term relationships with consumers. Strong brand trust plays an essential role in the success of content marketing and leads to the emergence of consumer purchase intention. This study aims to determine whether content marketing influences purchase intention through brand trust as a mediating variable in skincare product The Originote in Sukabumi City. This research uses a quantitative method with a descriptive approach. The population consists of Gen Z individuals aged 14–28 years who use The Originote skincare products in Sukabumi City. The sample includes 200 respondents, and the data analysis technique used is Structural Equation Modeling (SEM) with SmartPLS version 3. The results show that content marketing has a significant effect on brand trust, brand trust has a significant effect on purchase intention, content marketing significantly affects purchase intention, and brand trust can mediate the relationship between content marketing and purchase intention. This indicates that brand trust is able to mediate the relationship between content marketing and purchase intention among The Originote consumers in Sukabumi City.
Co-Authors Abdul Ilham Subarkah Dicky Jhoansyah Kokom Komariah Vina Srimaulani