Do Social Media-based Lead Generation Capabilities? The Impact of Entrepreneurial Marketing and Knowledge to Performance SMES of The Culinary Sector in East Java

Micro, Small, and Medium-sized Enterprises (MSMEs) are considered an industry that thrives in every environment because of their significant economic impact.This type of microindustry tends to boost the purchasing power of people from all groups, small to large.The research aims to analyze the role of social media-based prospect generation capabilities in increasing entrepreneurial marketing and knowledge of the performance of MSMEs.The population in this study is all MSMEs registered with the Cooperative Department in 2024.Researchers employed the technique of proportionate random sampling.Taking random samples from members of a population without taking into account the strata within the population is known as proportional random sampling.The Structural Equation Model (SEM) is the data analysis tool utilized in this study.The research results show that entrepreneurial marketing, knowledge, and social media-based prospect generation abilities each influence the performance of MSMEs.Entrepreneurial marketing and knowledge each influence the performance of MSMEs through social media-based prospect generation capabilities.The phenomenon in this research is that MSMEs in the East Java region, Indonesia do not understand the importance of social media's ability to improve MSME performance.They understand the importance of entrepreneurial marketing and knowledge to improve the performance of MSMEs, but cannot integrate it with technological advances, especially social media-based technology.This research implies that improving the performance of MSMEs currently does not only refer to marketing strategies, knowledge, and Entrepreneurial orientation.The role of social media is currently very important, even though it is not the main factor in improving the performance of MSMEs, almost all marketing activities aimed at improving performance cannot be separated from the role of social media.Social media is very important to learn because most MSME owners understand the importance of social media but are still unable to use it optimally.