CD Tesis

determinan business sustainability : peran financial performance sebagai mediasi dan digital marketing sebagai pemoderasi (Studi Kasus ukm kota Pekanbaru)

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Based on data from the Department of Cooperatives and SMEs of
Pekanbaru City, an increase in the number of businesses from 2020 to 2022 can be
observed. Over the three-year period, 191 new businesses were established,
indicating intense competition among SMEs in Pekanbaru City. While small
businesses experienced only slight growth, medium-sized businesses showed no
increase over the same period. Data from the Local Revenue Agency of Pekanbaru
recorded 711 SMEs in the culinary sector from 2020 to 2022 that failed to survive,
primarily due to their inability to adapt to technology and depletion of capital in
managing their businesses.
According to the author’s observations, the inability of SMEs to survive is
primarily caused by a lack of growth. This situation is exacerbated by challenges
in increasing capital and the number of employees within the SME sector.
This study aims to examine and analyze the effects of financial technology and
financial inclusion on business sustainability, with financial performance acting as
a mediator and digital marketing as a moderator. The respondents in this study are
SMEs, as defined by capital regulations in Government Regulation No. 7 of 2021,
Article 35, and SMEs that have implemented information systems in their business
operations. The population of this study comprises 3,060 SMEs located in
Pekanbaru City. The data used in this study were collected through primary
sources, specifically questionnaires. The sample size was determined using a
purposive sampling method. Referring to Hair et al. (2010), which suggests a
multiplier of 5 for each indicator, a minimum total sample of 180 respondents was
obtained (36 indicators multiplied by 5). The analytical method used is Structural
Equation Modeling (SEM), processed using SmartPLS 4 software.
The results of this study indicate that financial technology directly affects
financial performance, while financial inclusion also has a significant impact on
financial performance. Additionally, digital marketing moderates the relationship
between financial technology and financial performance. Financial technology
also influences business sustainability, and financial inclusion similarly impacts
business sustainability. Furthermore, financial performance is positively
associated with business sustainability. The indirect effects show that financial
technology affects business sustainability through financial performance, and
financial inclusion also impacts business sustainability via financial performance.
Keywords: Financial Technology, Financial Inclusion, Financial Performance,
Business Sustainability, Digital Marketing

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2110247840

Penerbit

Pekanbaru : Universitas Riau – PASCA – MAGISTER AKUNTANSI., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2110247840

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Magister Akuntansi

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

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