Analysis of the influence of Entrepreneurial and Networking Competitive Advantage on Business Performance with Use of Digital Marketing as a Moderating on Agricultural SME’s in Makassar City
DOI:
10.29303/jppipa.v9iSpecialIssue.6342Published:
2023-12-25Issue:
Vol. 9 No. SpecialIssue (2023): UNRAM journals and research based on science education, science applications towards a golden Indonesia 2045Keywords:
Agricultural SM, Competitive Advantage, Digital Marketing, PerformanceResearch Articles
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Abstract
The purpose of this research is to (1) determine the analysis of entrepreneurial influence Networking, Competitive Advantage influences Agriculture SME’s Business Performance in Makassar City (2) To analyze whether Digital Marketing is able to moderate the influence of Entrepreneurial Networking, Competitive Advantage on Performance Makassar City Agriculture SME’s Business. This type of research is causality. Research population This is a total of 86 Agriculture SME actors in Makassar City. Testing research data using a measurement model or often called outer models and structural models (structural models) or often called inner models, and effect size for moderating variables. The results of this research prove that (1) Entrepreneurial Networking, Competitive Advantage has a positive and significant effect on Makassar City Agriculture SME’s Business Performance (2) Digital Marketing cannot moderating the influence of Entrepreneurial Networking, Competitive Advantage on Agriculture SME’s Business Performance in Makassar City
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Author Biographies
Fitriany, STIE Nobel
Sri Endarti Halim, Institut Teknologi dan Bisnis Nobel Indonesia
Muh Akil Rahman, Universitas Islam Negeri Makassar
Rachman Suwandaru, Institut Bisnis dan Keuangan Nitro
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Copyright (c) 2023 Fitriany, Sri Endarti Halim, Muh Akil Rahman, Rachman Suwandaru

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