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Pengaruh Media Sosial, Kemampuan Branding, Orientasi Pasar, Dan Kemampuan Inovasi Terhadap Kinerja Umkm Pada Umkm Fashion Busana Di Kota Pekanbaru (Studi Empiris Pada Umkm Fashion Busana Kota Pekanbaru)

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. 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.

Keywords: Social media, Branding capabilities, Market orientation, Innovation capabilities, MSME performance

Ketersediaan
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Perpustakaan Universitas Riau 2002110082
2002110082
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
2002110082
Penerbit
Pekanbaru : Universitas Riau - FEB - Akuntansi.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
2002110082
Tipe Isi
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Tipe Media
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Tipe Pembawa
-
Edisi
-
Subjek
Akuntansi
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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