Penggunaan Media Sosial Terhadap Kinerja UMKM: Peran Moderasi Kemampuan Dinamis pada UMKM di Kecamatan Balikpapan Utara

Authors

  • Nurlia Universitas Balikpapan, Balikpapan, Indonesia
  • Dwi Taufik Rohman Universitas Balikpapan, Balikpapan, Indonesia
  • Ega Hardinata Universitas Balikpapan, Balikpapan, Indonesia
  • Muhamad Noor Yudha Universitas Balikpapan, Balikpapan, Indonesia

DOI:

https://doi.org/10.38035/jmpis.v5i6.3014

Keywords:

Media Sosial, Facebook, UMKM, Kinerja UMKM, Kemampuan Dinamis

Abstract

Penelitian ini menganalisis peran penggunaan media sosial terhadap kinerja Usaha Mikro, Kecil, dan Menengah (UMKM) di Kecamatan Balikpapan Utara, dengan fokus pada peran moderasi kemampuan dinamis. Teknologi digital, terutama melalui platform seperti TikTok, Instagram, dan Facebook, memberikan peluang signifikan bagi UMKM untuk meningkatkan kehadiran digital mereka dan memperkuat keterlibatan pelanggan. Namun, adopsi media sosial masih terhambat oleh berbagai kendala, termasuk kurangnya pengetahuan tentang pemasaran digital. Penelitian ini menggunakan pendekatan kuantitatif dengan survei kepada 137 pemilik. Analisis dilakukan dengan menggunakan model SEM-PLS untuk mengevaluasi pengaruh moderasi kemampuan dinamis terhadap hubungan antara penggunaan media sosial dan kinerja UMKM. Hasil penelitian menunjukkan bahwa kemampuan dinamis secara signifikan memoderasi pengaruh positif penggunaan TikTok dan Instagram terhadap kinerja UMKM, sementara penggunaan Facebook memberikan pengaruh signifikan secara mandiri. Temuan ini menggarisbawahi pentingnya pengembangan kemampuan dinamis oleh UMKM untuk memaksimalkan manfaat dari media sosial dalam meningkatkan kinerja bisnis.Penelitian ini diakhiri dengan rekomendasi untuk UMKM agar lebih fokus pada pengembangan kemampuan dinamis dalam memanfaatkan media sosial guna menghadapi tantangan digital yang semakin kompleks.

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Published

2024-11-03

How to Cite

Nurlia, Taufik Rohman, D., Hardinata, E., & Noor Yudha, M. (2024). Penggunaan Media Sosial Terhadap Kinerja UMKM: Peran Moderasi Kemampuan Dinamis pada UMKM di Kecamatan Balikpapan Utara. JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL, 5(6), 2911–2922. https://doi.org/10.38035/jmpis.v5i6.3014

Issue

Vol. 5 No. 6 (2024): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Oktober - November 2024)

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Copyright (c) 2024 Nurlia, Dwi Taufik Rohman, Ega Hardinata, Muhamad Noor Yudha

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