Penerapan Media Sosial bagi Peningkatan Kinerja UMKM di Kota Jambi

Abstract

The purpose of this study is to describe the role of social media and small and medium micro enterprises performance in Jambi City, as well as the influence of the role of social media on business performance. The research data were obtained through a survey method using a questionnaire given to 60 respondents. The data is analyzed using simple linear regression analysis techniques. The analysis shows that the role of social media, which is reflected by the dimensions of curation, consumption, creation, and collaboration as a whole get an average score acquisition in the range of 3.41-4.20 with "good" criteria. The performance of small and medium micro enterprises which is reflected by the growth in the number of sales, growth in market share, and profit growth get an average score in the range of 3.41-4.20 with "high" criteria. Based on the results of hypothesis testing has also proven that the role of social media has a positive and significant effect on the performance of small and medium micro enterprises in Jambi City.