e-Jurnal Apresiasi Ekonomi
Vol 12, No 2 (2024)

THE INFLUENCE OF CUSTOMER ORIENTATION ON MSME PERFORMANCE, WITH SOCIAL MEDIA ADOPTION AS A MODERATION VARIABLE (STUDY ON MSME CULINARY SECTOR IN PEKANBARU CITY)

Fauzi, M Fakhrur Rozi (Unknown)
Efnita, Yul (Unknown)

Article Info

Publish Date
31 May 2024

Abstract

The aim of this research is to examine the influence of customer orientationon MSME performance mediated by social media adoption. This research was conducted with a research sample of 115 respondents in the culinary sector of MSMEs in Pekanbaru City. This research adopts a quantitative approach with a descriptive point of view. Sampling is usually done randomly. Structural Equation Modeling software based on Partial Least Square (SEM-PLS). The results of this research show that customer orientation and social media adoption have a direct relationship with the performance of MSMEs. In an indirect relationship, customer orientation influences MSME performance through social media adoption. Keywords:     Customer orientation, performance, social media adoption

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Journal Info
e-Jurnal Apresiasi Ekonomi
Website

Abbrev

apresiasiekonomi

Publisher

Sekolah Tinggi Ilmu Ekonomi Pasaman Simpang Empat

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

topics that will be published in this journal are: 1. Development theory and application of management science; 2. Study of entrepreneurship and entrepreneurship development; 3. Development and research on applying the theory of business science 4. Community economic development. But the other ...