Meninjau Hubungan Antara Penggunaan Media Sosial dan Orientasi Pasar Terhadap Kinerja Bisnis Sektor UMKM

Abstract

Pada era digitalisasi saat ini, strategi pemasaran pada sektor UMKM dituntut untuk beradaptasi dengan cepat sesuai dengan perkembangan teknologi dan kebutuhan konsumen yang semakin kompleks. Marketing digital menjadi suatu hal yang wajib dari tahun ke tahun baik oleh perusahaan mikro, kecil maupun perusahaan besar. Salah satu cara untuk beradaptasi dan mengembangkan bisnis yang saat ini sedang popular adalah dengan penggunaan content marketing berbasis media sosial dan orientasi pasar. Tujuan utama penelitian mengetahui pengaruh peran media sosial dan orientasi pasar terhadap kinerja bisnis sektor UMKM yang ada di Kota Pematangsiantar. Penelitian ini menggunakan desain penelitian kepustakaan dan lapangan dengan pendekatan kuantitatif kausalitas. Pengumpulan data di lapangan menggunakan dengan kuesioner yang diukur dengan beberapa pertanyaan terkait media sosial, orientasi pasar dan kinerja bisnis. Untuk analisis data menggunakan metode PLS-SEM dan teknik pengumpulan data memakai proportionate stratified random sampling, sehingga sampel dalam penelitian ini berjumlah 240 responden. Hasil penelitian menunjukkan media sosial dan orientasi pasar memiliki pengaruh yang signifikan terhadap kinerja bisnis UMKM di Kota Pematangsiantar.

Student Entrepreneurial Interest Analysis Based on the Effect of Self-Efficacy and Social Media Utilization

“…These results prove that the existence of social media utilization in the current digital era is believed to be able to encourage student entrepreneurial interest. Then about the creative economy, novice business actors who use social media to promote make it easier for consumers to interact directly from any location (Sudirman et al, 2021). This is one of the positive impacts that social media can offer students as pioneers of creative economy actors in developing their businesses and increasing competitive advantage among their competitors.…”

“…On the other hand, according to (Sugianingrat et al, 2020), self-efficacy is self-confidence or individual belief in their ability to do something, produce something, organize, achieve their goals, and implement actions to realize certain skills (Khaled, 2013). This belief determines how the person thinks, motivates himself, and behaves to achieve that success (Sudirman et al, 2021). The first and most important source of self-efficacy is the experience of success that has been achieved (Roxas et al, 2009).…”

Analysis of Innovation Strategies to Increase the Competitive Advantages of Ulos Products in Pematangsiantar City

“…To increase product competitiveness, ulos business actors must be more creative and innovative in producing goods (Afwa et al, 2021). For their products to be noticed, ulos business actors must offer innovative products different from other similar products (Sudirman et al, 2021) The ulos weaving industry in Pematangsiantar is one of the economic activities carried out by many people, because it can be done only by having good weaving skills and does not have to have special education. The majority of these industry players are housewives who weave to increase their economic income, fulfill their daily needs and help their husbands earn a living for their survival without leaving their homes and children.…”

Msme Competitive Advantages Reviewed From Entrepreneurship Insight and Market Orientation Aspects With Innovation as a Medium

“…Business actors who have high entrepreneurial insight will try to understand product innovation as a refinement process to find out which products are successful and not. Keeping customers at the center of product innovation is today's core entrepreneurial focus (Sudirman et al, 2021). Taking a customer-centred approach allows every business actor to solve real customer problems by uncovering and incorporating preferences, habits, and buying behavior into every stage of the product development process.…”