Penggunaan Media Sosial Networking Dan Pelatihan Dalam Meningkatkan Kinerja UMKM Pada Entrepreneur Muda Di Indonesia
Nurdian Susilowati, Universitas Negeri Semarang, Indonesia
Indah Anisykurlillah, Universitas Negeri Semarang, Indonesia
Abstract
Abstrak
Era digitalisasi saat ini menuntut UMKM untuk memanfaatkan kecanggihan teknologi untuk meningkatkan keunggulan kompetitif. Tujuan penelitian ini adalah untuk menguji pengaruh penggunaan media sosial networking dan pelatihan terhadap kinerja UMKM. Penelitian ini juga akan menguji peran review feedback dalam memoderasi pengaruh media sosial networking terhadap kinerja UMKM. Responden penelitian ini merupakan entrepreneur muda yang masuk dalam incubator perguruan tinggi di Jawa Tengah. Pengumpulan data dilakukan melalui survey dan diperoleh sampel penelitian sejumlah 400 responden. Teknik analisis data menggunakan analisis deskriptif dan regresi. Hasil penelitian menunjukkan bahwa media sosial networking dan pelatihan berpengaruh positif terhadap kinerja UMKM. Feedback terhadap pelanggan memoderasi pengaruh positif media sosial networking terhadap kinerja UMKM.
Kata kunci: Media sosial networking; feedback pelanggan; kinerja; UMKM
Keywords
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DOI: https://doi.org/10.21831/jep.v19i1.45323
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