THE EFFECT OF SOCIAL MEDIA, BRANDING CAPABILITY, MARKET ORIENTATION, AND INNOVATION CAPABILITY ON MSME PERFORMANCE

Authors

  • Elsa Priskariaty Universitas Riau
  • Desmiyawati Universitas Riau
  • Riska Natariasari Universitas Riau

Abstract

This research aims to determine the influence of social media, branding ability, market orientation, and innovation ability on SME performance in fashion SMEs in Pekanbaru city. This research is associative research with a quantitative approach. This research consists of four independent variables, namely Social Media (X1), Branding Capability (X2), Market Orientation (X3), and Innovation Capability (X3) as well as one dependent variable, namely MSME Performance (Y). The population in this research is Fashion Fashion MSMEs in Pekanbaru City. The samples taken using the purposive sampling method with the criteria for SMEs were retail businesses, clothing sewing services, had social media, and the business had been operating for at least one year so that a sample of 150 SMEs was obtained. Data was obtained by distributing 150 questionnaires to fashion MSMEs. There are 150 questionnaires returned and can be used. Data analysis uses smartPLS 4 software with outer model analysis and inner model analysis. The results of this research show that social media, branding capabilities, market orientation, and innovation capabilities have a positive and significant effect on the performance of MSMEs.

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Published

2024-01-19

How to Cite

Priskariaty, E., Desmiyawati, & Riska Natariasari. (2024). THE EFFECT OF SOCIAL MEDIA, BRANDING CAPABILITY, MARKET ORIENTATION, AND INNOVATION CAPABILITY ON MSME PERFORMANCE . Riau International Conference on Economics, Business and Accounting, 1(1, Januari), 152–164. Retrieved from https://riceba.prosiding.unri.ac.id/index.php/riceba-prosiding/article/view/154

Issue

Vol. 1 No. 1, Januari (2024): The 1 st Proceeding Riau International Conference on Economic Business and Accounting (RICEBA)

Section

Articles