Pengaruh Interaksi Virtual terhadap Sikap Loyalitas dan Pembelian Impulsif Pelanggan Online

Abstract

This research examines the influence of Entrepreneurial Marketing factors on Business Success, with ZIS/Tithe as a moderating factor. Data was collected from 199 MSME business actors in the creative economy industry and then analyzed using SEM-PLS. The results show that proactiveness, innovative-oriented, customer intensity and Resources Leveraging have a significant positive influence on business success. Meanwhile, opportunity-focused, risk-taking oriented and value creation do not have a significant effect on business success. ZIS/Tithe has a generally positive influence on business success, but does not moderate the influence of Entrepreneurial Marketing on Business Success, acting as a pure moderation, changing the impact to be more negative. The conclusion of this research provides insight into the Entrepreneurial Marketing factors that influence the Business Success of MSMEs. However, this research has limitations in that the sample coverage is limited to MSMEs and the measurement of variables may be less accurate. Future research could expand the sample and consider other dimensions of Entrepreneurial Marketing. These findings can be a basis for developing more effective business strategies in various business contexts.