THE ROLE OF RISK-TAKING MODERATION ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN THE PANDEMIC ERA

Abstract

During pandemics and restrictions on social and economic activities of the community, the role of small and medium enterprises (SMEs) contributes tremendously to the economy. This study analyzed the Role of Risk-Taking Moderation by small and medium-sized enterprises on the relationship of Online Marketing and Offline Marketing to Small and Medium Enterprises (SMEs). Using Structural Equation Modeling (SEM), the results of the analysis: Online Marketing and Offline Marketing is positively, significantly correlated to the Performance of Small and Medium Enterprises. However, the level of signification is stronger than Online Marketing. The weakening role of moderation from risk-taking to offline marketing and online marketing relationships to the performance of small and medium-sized businesses. It was proven during the Pandemic that prudence in risk-taking could save small and medium-sized business entrepreneurs from surviving. Keyword: Performance Small and Medium Enterprises (SMEs), Online Marketing, Offline Marketing, Structural Equation Modeling.