The influence of entrepreneurial orientation, marketing capabilities, and social media on marketing performance

Abstract

This research aims to analyze the influence of entrepreneurial orientation, Marketing Capabilities and social media on marketing performance (Study of Keripik Sanjai MSMEs in West Sumatra). The population in this study were Keripik Sanjai MSME business actors in West Sumatra. This research involved 150 respondents as samples. Data collection was carried out by distributing online questionnaires, and data was processed using SmartPLS software. The findings of this research indicate that (1) Entrepreneurial Orientation has a positive and significant effect on Marketing Performance (2) Marketing Capabilities has a positive and significant effect on Marketing Performance (3) Social Media has a positive and significant effect on Marketing Performance