The Impact of Social Media for Marketing in Small Medium Enterprises
Keywords:
Social Media, Marketing, Small Medium EnterprisesAbstract
The challenge for Micro, Small and Medium Enterprises (MSMEs) is to continue to survive in the midst of globalization competition which is increasing rapidly by using the internet. The internet is able to affect almost all business sectors. From large-scale companies to small online shops, they use the internet for product branding, marketing, product sales or other business functions. The purpose of this study was to analyze the influence of the role of social media on marketing in MSMEs. This research is a quantitative research with a survey method, where the primary data used is obtained through the distribution of online questionnaires with google form. Measurements in this study used a Likert scale. The sampling technique used is purposive sampling with the aim that the selected respondents can meet the criteria in accordance with the research objectives. The results of the research that have been obtained have proven that these variables have a positive effect on SMEs that use social media. The variable that proves that this variable is positive and significant is Social Media with a value of 0.884 MSMEs in this study have used social media. It is identified that these variables have become a big influence for MSME actors where social media plays an important role in managing the business.
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