CD Skripsi

The Effect Of Social Media Usage On Msmes Sustainable Performance: The Role Of Digital Leadership As A Moderator Variable And Digital Marketing As A Mediator Variable (Study Case On Food Court In Pekanbaru: Raun-Raun)

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ABSTRACT
This study aims to examine the effect of social media usage on sustainable performance, the influence of digital leadership in moderating social media usage and sustainable performance, and the effect of digital marketing in mediating the relationship between social media usage and sustainable performance.
The population in this study were culinary MSMEs located at the Raun- Raun Foodcourt. The sampling technique in this study used a random sampling technique and obtained a sample of 58 MSMEs. The data analysis method used is Structured Equation Model Partial Least Square (SEM-PLS).
The results of this study indicate that the social media usage has a positive and significant effect on the sustainability performance of MSMEs and dgital marketing as well. The digital marketing also positively and significantly effect the sustainable performance of MSMEs. Furthermore, digital marketing has been significant in mediating the relationship between the use of social media and the sustainable performance of MSMEs. Lastly, digital leadership failed to moderate the relationship between social media usage and digital marketing significantly.
Keywords: Sustainable Performance, Social Media Usage, Digital Leadership, Digital Marketing.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902113798

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Akuntansi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902113798

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Akuntansi

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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