THE ROLE OF ENTREPRENEURIAL COMPETENCE IN MEDIATING SOCIAL MEDIA UTILIZATION AND E-PAYMENT SERVICES ON MARKETING PERFORMANCE IN WEST JAVA CULINARY MSMES

    Syahrul Ahmad Gunawan, - (2025) THE ROLE OF ENTREPRENEURIAL COMPETENCE IN MEDIATING SOCIAL MEDIA UTILIZATION AND E-PAYMENT SERVICES ON MARKETING PERFORMANCE IN WEST JAVA CULINARY MSMES. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    This study looks into how entrepreneurial skill influences the relationship between the usage of social media, e-payment systems, and marketing performance in culinary MSMEs in West Java. This study used the associative causal method to evaluate data received from 400 MSME respondents using a structural equation model (SEM) and SmartPLS 3.0 software. The findings indicate that the usage of social media and e-payment systems improves marketing performance both directly and indirectly, with entrepreneurial competence serving as a significant mediating factor. This study emphasizes the significance of integrating digital technologies and developing entrepreneurial skills in order to attain competitive marketing performance in the digital era. Training programs aimed at boosting MSME actors' digital literacy and entrepreneurial abilities are recommended.

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    Official URL: https://eduvest.greenvest.co.id/index.php/edv/arti...
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=_MSj_R0AAAAJ ID SINTA Dosen Pembimbing: Syti Sarah Maesaroh: 6681118 Adi Prehanto: 6745739 "Karya ini adalah tugas akhir setara dengan skripsi sesuai dengan SK Direktur UPI Kampus di Tasikmalaya Nomor: B-95//UN40.C3/TA.01.03/2025"
    Uncontrolled Keywords: Social media utilization, Electronic payment services, Marketing performance, Entrepreneurial competence
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
    Depositing User: Syahrul Ahmad Gunawan
    Date Deposited: 21 Apr 2025 07:33
    Last Modified: 21 Apr 2025 07:33
    URI: http://repository.upi.edu/id/eprint/132233

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