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Submitted
13 June 2022
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16 June 2022
Published
17 June 2022
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Abstract

Kemajuan teknologi mendorong perubahan dalam berbisnis yang ditandai dengan masifnya penerapan media sosial oleh para pelaku UMKM di Indonesia. Penelitian ini dilakukan untuk mengetahui pengaruh variabel interaktivitas, orientasi kewirausahaan, dan tekanan institusional dalam penggunaan media sosial dan dampaknya ke kinerja UMKM. Penelitian ini dilakukan menggunakan teknik purposive sampling dan metode survei dengan item kuesioner tertutup yang dilaksanakan di Daerah Istimewa Yogyakarta (DIY), Magelang, dan Klaten sehingga diperoleh 110 dengan 100 responden yang memenuhi kriteria kuesioner. Penelitian diuji dengan metode PLS-SEM (Partial Least Square-SEM) menggunakan aplikasi SmartPLS versi 3.3.7. Hasil dari penelitian ini menunjukkan bahwa variabel interaktivitas, orientasi kewirausahaan, dan tekanan institusional memberikan pengaruh positif terhadap penggunaan media sosial. Selanjutnya, penggunaan media sosial juga memberikan pengaruh positif terhadap kinerja UMKM. Hasil dari penelitian ini dapat dipakai oleh para pelaku UMKM sebagai rujukan dalam mengembangkan dan memajukan bisnis yang dijalani dengan mempertimbangkan pengaruh interaktivitas, orientasi kewirausahaan, dan tekanan institusional saat menggunakan media sosial serta dapat menguraikan manfaat kinerja yang diperoleh.

Keywords

interaktivitas orientasi kewirausahaan tekanan institusional penggunaan media sosial kinerja UMKM

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Copyright (c) 2022 Muhammad Rayhan Azka Fadhila, Baziedy Aditya Darmawan

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Fadhila, M. R. A., & Darmawan, B. A. (2022). Pengaruh Interaktivitas, Orientasi Kewirausahaan, dan Tekanan Institusional terhadap Penggunaan Media Sosial serta Dampaknya pada Kinerja UMKM. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(1), 312–327. Retrieved from https://journal.uii.ac.id/selma/article/view/24048
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