The Effect of Entrepreneur Orientation, Technology Capability and Marketing Capability on Family Business Performance in Padang City Using Social Media as Moderating Variables

Abstract

This study aims to analyse the effect of entrepreneurial orientation, technology capability, marketing capability on the performance of family businesses and moderated by the use of social media. This research is a causative research using PLS (Partial Least Square) analysis technique. The population in this study were all family business actors in the city of Padang, with a sample size of 200 respondents. The results showed that there was a significant and positive influence between entrepreneurial orientation on business performance, technology capability on business performance, marketing capability on business performance. Then the social media variable shows that it does not have a significant effect in moderating the relationship between entrepreneurial orientation on business performance, and technology capabilities on business performance. The results also reveal that social media variables have a significant and positive influence in moderating the influence of marketing capabilities on business performance.