Alya Ramadhani, . (2026) PERAN PENGGUNAAN MEDIA SOSIAL DAN KEMAMPUAN INOVASI TERHADAP PERFORMA KEUNTUNGAN UMKM PASAR TANAH ABANG. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The use of social media by Micro, Small, and Medium Enterprises (MSMEs) is increasing along with the development of digital technology, but has not been fully followed by an increase in business profit performance. This study aims to analyze the role of social media use on profit performance with innovation capability as a moderating variable. This study is based on the stages of the innovation decision process in the diffusion of innovation theory. The method used is an explanatory quantitative approach using a nonprobability sampling technique with purposive sampling through a survey of 156 MSMEs in Tanah Abang Market, which was determined using the Cochran formula. Data were analyzed using Structural Equation Modeling (SEM) through Amos25. The results showed that interactivity directly influenced social media use (p = 0.005), effectiveness directly influenced social media use (p = 0.008), suitability directly influenced social media use (p = 0.003), cost effectiveness directly influenced profit performance (p = 0.016), and innovation capability positively moderated the relationship between social media use and profit performance (p = 0.007). The conclusion of this research is the importance of innovation capabilities in optimizing the economic benefits of using social media by MSMEs.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No. Panggil: 2310421008] [Pembimbing 1: Drina Intyaswati] [Pembimbing 2: Damayanti] [Penguji 1: Yani Hendrayani] [Penguji 2: Ana Kuswanti] |
| Uncontrolled Keywords: | Innovation Capability, Profit Performance, Small Medium Enterprise, Social Media Usage. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S2) |
| Depositing User: | ALYA RAMADHANI |
| Date Deposited: | 06 May 2026 03:50 |
| Last Modified: | 06 May 2026 03:50 |
| URI: | http://repository.upnvj.ac.id/id/eprint/49726 |
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