PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP KINERJA UMKM DI KOTA BATAM

Pangestu, Bahara Rio Arzih (2023) PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP KINERJA UMKM DI KOTA BATAM. Other thesis, UPN "Veteran" Yogyajarta.

[thumbnail of cover__Bahara Rio Arzih Pangestu_143190072.pdf] Text
cover__Bahara Rio Arzih Pangestu_143190072.pdf
Download (738kB)
[thumbnail of Abstrak_Bahara Rio Arzih Pangestu_143190072.pdf] Text
Abstrak_Bahara Rio Arzih Pangestu_143190072.pdf
Download (412kB)
[thumbnail of Daftar Isi_Bahara Rio Arzih Pangestu_143190072.pdf] Text
Daftar Isi_Bahara Rio Arzih Pangestu_143190072.pdf
Download (690kB)
[thumbnail of Daftar Pustaka__Bahara Rio Arzih Pangestu_143190072.pdf] Text
Daftar Pustaka__Bahara Rio Arzih Pangestu_143190072.pdf
Download (561kB)
[thumbnail of Pengesahan__Bahara Rio Arzih Pangestu_143190072.pdf] Text
Pengesahan__Bahara Rio Arzih Pangestu_143190072.pdf
Download (905kB)
[thumbnail of Skripsi__Bahara Rio Arzih Pangestu_143190072.pdf] Text
Skripsi__Bahara Rio Arzih Pangestu_143190072.pdf
Restricted to Repository staff only
Download (4MB)

Abstract

ix
INTISARI
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh penggunaan
media sosial terhadap kinerja UMKM. Dimana sampel penelitian dilakukan di Kota
Batam. Data yang digunakan untuk analisis menggunakan data primer berupa
penyebaran kuesioner melalui google form dengan skala Likert. Alat analisis yang
digunakan adalah SEM-PLS. Penelitian ini menggunakan data primer dengan 100
responden UMKM di Kota Batam, kuesioner yang disebarkan melalui Google
Form pada periode April dan Mei 2023. Selain dapat menghasilkan inner model
hubungan antara variabel Dependent (Kinerja UMKM) dengan variabel
Independen (Interaktivitas, Efektivitas Biaya, Kompatibilitas, Kepercayaan, dan
Visibilitas) dengan menggunakan variabel intervening (Penggunaan Media Sosial),
juga akan diketahui hubungan outer model antara variabel item dengan variabel
tersebut. Hasil penelitian pada variabel Interaktivitas, Efektivitas Biaya,
Kepercayaan, dan Visibilitas berpengaruh positif dan signifikan terhadap
Penggunaan Media Sosial oleh UMKM, sedangkan variabel Kompatibilitas tidak
berpengaruh signifikan. Penggunaan media sosial terbukti berpengaruh positif dan
signifikan terhadap Kinerja UMKM.
Keywords: Penggunaan Media Sosial, UMKM, Kinerja UMKM, SEM-PLS,
Skala Likert
x
ABSTRACT
This study aims to test and analyze the effect of using social media on the
performance of MSMEs. Where the research sample was conducted in Batam City.
The data used for analysis uses primary data, from distributing questionnaires via
Google form with a Likert scale. The analysis tool used is SEM-PLS. This study
uses primary data with 100 MSMEs respondents in Batam City, questionnaires
distributed via Google Form in the period April and May 2023. In addition to being
able to produce an inner model relationship between the Dependent variable
(MSMEs Performance) and the Independent variable (Interactivity, Cost
Effectiveness, Compatibility, Trust, and Visibility) by using the intervening
variable (Use of Social Media), it will also be known the outer model relationship
between the items variable and the variable. The results on the variables
Interactivity, Cost-Effectiveness, Trust, and Visibility have a positive and
significant effect on the Use of Social Media by MSMEs, while the compatibility
variable has not significant effect. The use of social media has proven to have a
positive and significant effect on MSMEs performance.
Keywords: Usage of Social Media, MSMEs Performanse, SEM-PLS, Likert
Scale, MSMEs

Item Type: Thesis (Other)
Uncontrolled Keywords: : Usage of Social Media, MSMEs Performanse, SEM-PLS, Likert Scale, MSMEs
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eko Yuli
Date Deposited: 17 Jul 2023 02:06
Last Modified: 17 Jul 2023 02:06
URI: http://eprints.upnyk.ac.id/id/eprint/36446

Actions (login required)

View Item View Item