Marketing performance model for micro coffee enterprises: Entrepreneurial characteristics and mediating role of social media
DOI:
https://doi.org/10.25186/.v21i.2466Abstract
The rapid development of digital technology has significantly transformed marketing strategies, particularly for micro enterprises in the coffee sector. This research aims to analyze the influence of entrepreneurial characteristics on the marketing performance of micro coffee enterprises in Jambi City and Muaro Jambi Regency, with social media as a mediating variable. Data were collected between July and September 2024 through an online questionnaire distributed to micro coffee entrepreneurs. A total of 436 valid responses were obtained using an accidental (convenience) sampling method, targeting businesses that had been operating for at least three years. A quantitative approach was employed, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that entrepreneurial characteristics have a significant effect on both social media utilization and marketing performance. Furthermore, social media partially mediates the relationship between entrepreneurial characteristics
and marketing performance. These findings emphasize the strategic role of digital platforms in improving the competitiveness and sustainability of micro coffee enterprises in the digital era.
Key words: Entrepreneurial characteristics; social media; marketing performance; micro coffee enterprises; digital marketing.
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