ANALISIS PEMANFAATAN SOCIAL COMMERCE BAGI PENGEMBANGAN UMKM DI INDONESIA

Ghea Dwi Rahmadiane, Unggul Sedya Utami

Abstrak


 ABSTRACT

MSME business actors in Indonesia tend to be slow imitators, so the development of information technology, especially social media, offers benefits for MSMEs to increase sales and marketing, expand market share, and assist business decision making. The purpose of this study was to determine the effect of interactivity, cost effectiveness, compatibility, and trust on the use of social media. The analytical method used is multiple regression analysis, by previously conducting a data quality test, classical assumption test, and significance test. The population in this study is the MSME Association of Tegal City. The distribution of questionnaires in this study was carried out by sending e-mails to all MSMEs at the Apik Banget MSME Association of Tegal City. The sample of this research is mostly engaged in the culinary industry on a micro scale and is classified as a new business, so that innovation is not the main focus. Based on the results of data processing, it was found that interactivity, cost effectiveness, compatibility, and trust have an effect on the use of social media. using a type of industry that has a high level of competition with a larger industrial scale. 

 

Pelaku bisnis UMKM di Indonesia cenderung peniru yang lambat, sehingga berkembangnya teknologi informasi terutama media sosial menawarkan manfaat bagi UMKM untuk meningkatkan penjualan dan pemasaran, memperluas pangsa pasar, dan membantu pengambilan keputusan bisnis. Tujuan penelitian ini adalah untuk mengetahui pengaruh interaktivitas, efektivitas biaya, kompatibilitas, dan kepercayaan terhadap penggunaan media sosial. Metode analisis yang digunakan adalah analisis regresi berganda, dengan sebelumnya melakukan uji kaulitas data, uji asumsi klasik, dan uji signifikansi. Populasi dalam penelitian ini adalah Asosiasi UMKM Apik Banget Kota Tegal. Penyebaran kuesioner dalam penelitian ini dilakukan dengan mengirimkan e-mail ke seluruh UMKM pada Asosiasi UMKM Apik Banget Kota Tegal. Sampel penelitian ini sebagian besar bergerak dalam bidang industri kuliner dengan skala mikro dan tergolong bisnis baru, sehingga inovasi bukan menjadi fokus utama Berdasarkan hasil olah data, ditemukan bahwa interaktivitas, efektivitas biaya, kompatibilitas, dan kepercayaan berpengaruh terhadap penggunaan media sosial.. Riset selanjutnya dapat menggunakan jenis industri yang memiliki tingkat persaingan tinggi dengan skala industri yang lebih besar.


Kata Kunci


interaktivitas; efektivitas biaya; kompatibilitas; kepercayaan; penggunaan media sosial

Teks Lengkap:

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Referensi


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DOI: https://doi.org/10.24198/adbispreneur.v6i3.29114

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