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All Journal Dinasti International Journal of Education Management and Social Science
R. Deni Muhammad Danial
Universitas Muhammadiyah Sukabumi, Kota Sukabumi, Indonesia
Education

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Analysis of Entrepreneurial Orientation, Market Orientation and Social Media on Competitive Advantage Try Mustika Murty; R. Deni Muhammad Danial; Dicky Jhoansyah
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.v6i6.4743

Abstract

The study used Entrepreneurial Orientation variables as variable, Market Orientation as variable, Social Media as variable, and Competitive Advantage as variable Y. This study aims to determine the effect of Entrepreneurial Orientation, Market Orientation and Social Media variables on Competitive Advantage in Chicken Noodle MSME players in Sukabumi City. The method used in this study is an associative descriptive method with a quantitative approach. The sample used in this study consisted of 157 members registered at Diskumidag Sukabumi City in 2023, using probability sampling method with simple random sampling type. This study used IBM SPSS Version 25 software as a data analysis tool. The results showed that all hypotheses were accepted, which means there is a positive and significant influence between Entrepreneurial Orientation on Competitive Advantage with a t value of 2.887 > t table 1.658 and a significance value of 0.005 < 0.05, Market Orientation on Competitive Advantage with a t value of 2.034 > t table 1.658 and a significance of 0.004 < 0.05, and between Social Media on Competitive Advantage with a t value of 2.018 > t table 1.658 and a significance value of 0.046 < 0.05. Thus all variables are in very strong criteria.
Analysis of Entrepreneurial Orientation, Innovation, and Social Media on MSME Performance Mutiara Shinta Kusmayadi; R. Deni Muhammad Danial; Resa Nurmala
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.v6i6.4847

Abstract

The study uses entrepreneurial orientation as variable X1, innovation as variable X2, social media as variable X3, and MSME performance as variable Y. The purpose is to determine the influence of entrepreneurial orientation, innovation, and social media on MSME performance through a quantitative approach with descriptive and associative methods. The research sample consisted of 114 convection MSME actors in Sukabumi City, selected using purposive sampling based on predetermined criteria. Multiple regression analysis is used as the statistical method in this research. The F test results show that entrepreneurial orientation, innovation, and social media simultaneously have a significant effect on MSME performance, where the F count is 225.106, which is greater than the F table value of 2.69. The T-test results reveal that entrepreneurial orientation positively and significantly affects MSME performance (2.344 > 1,658), innovation also has a significant positive effect (4.445 > 1,658), and social media shows a similar result (4.588 > 1,658). The coefficient of determination (R Square) is 0.860, indicating that 86% of MSME performance is influenced by the three independent variables, while 14% is explained by other factors not examined in this study. All variables fall within the very strong influence category.
Co-Authors Dicky Jhoansyah Mutiara Shinta Kusmayadi Resa Nurmala Try Mustika Murty