PENGARUH PENGGUNAAN MEDIA SOSIAL TERHADAP KINERJA BISNIS YANG DIMEDIASI OLEH BIAYA DAN PEMASARAN BERBASIS OUTPUT

Agus Supriyanto

Abstract


Tujuan penelitian ini adalah untuk mengetahui pengaruh penggunaan media sosial terhadap kinerja bisnis yang dimediasi oleh biaya dan pemasaran berbasis output. Penelitian dilakukan pada 156 pelaku UKM di Karesidenan Surakarta yang menggunakan media sosial dalam menjalankan bisnisnya dengan metode convenience sampling dalam pengambilan sampel. Analisis data menggunakan Structural Equation Modelling (SEM) dengan bantuan program AMOS 21.0.
Hasil penelitian menunjukkan bahwa biaya dan pemasaran berbasis output memediasi pengaruh antara media sosial pada kinerja bisnis. Implikasi penelitian ini adalah bagi pelaku UKM penting untuk mengaplikasikan media sosial untuk menekan biaya dan menunjang pemasaran berbasis output yang memiliki tujuan akhir yaitu meningkatnya kinerja bisnis yang dijalankan oleh pelaku UKM.

Kata Kunci: Media Sosial, Pemasaran Berbasis Output, Biaya,
Kinerja Bisnis, UKM.

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DOI: https://doi.org/10.36600/rma.v6i2.52

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