Model for Increasing MSME Revenue in Bungo Regency Through Live Shopping, Social Commerce, and Paylater Features as Moderating Variables

Authors

  • Vivi Yosefri Yanti Universitas Muhammadiyah Muara Bungo, Jambi, Indonesia
  • Tri Wera Agrita Universitas Muhammadiyah Muara Bungo, Jambi, Indonesia
  • Della Asmaria Putri Universitas Putra Indonesia YPTK, Padang, Indonesia
  • M. Aprizal Universitas Muhammadiyah Muara Bungo, Jambi, Indonesia
  • Uci Ramadani Universitas Muhammadiyah Muara Bungo, Jambi, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v7i2.5603

Keywords:

Live Shopping, Social Commerce, Paylater Feature, Income, MSMEs

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting regional economic growth, including in Bungo Regency, Jambi Province. However, limited market access and low digital adoption remain major challenges in improving their income. This study aims to examine the influence of live shopping and social commerce on MSME income, as well as to analyze the role of the paylater feature as a moderating variable. A quantitative research approach was employed with survey data collected from 100 MSME actors actively utilizing digital platforms. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results reveal that live shopping has a positive and significant effect on MSME income, both directly and indirectly through social commerce as a mediating variable. Likewise, social commerce positively and significantly contributes to increasing MSME income. In contrast, the paylater feature shows no significant effect on MSME income and does not function as a moderating variable in the relationship between live shopping and income. Overall, this study highlights that digital marketing strategies based on live shopping and social commerce serve as effective instruments for enhancing MSME income in the digital economy era. The findings are expected to provide both theoretical contributions and practical implications for policymakers and stakeholders in designing adaptive MSME empowerment strategies aligned with technological developments.

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Published

2025-12-17

How to Cite

Yanti, V. Y., Agrita, T. W., Putri, D. A., Aprizal, M., & Ramadani, U. (2025). Model for Increasing MSME Revenue in Bungo Regency Through Live Shopping, Social Commerce, and Paylater Features as Moderating Variables. Dinasti International Journal of Education Management and Social Science, 7(2), 1745–1755. https://doi.org/10.38035/dijemss.v7i2.5603

Issue

Vol. 7 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (December 2025 - January 2026)

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Copyright (c) 2025 Vivi Yosefri Yanti, Tri Wera Agrita, Della Asmaria Putri, M. Aprizal, Uci Ramadani

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