Pengaruh Strategi Pemasaran Media Sosial Terhadap Peningkatan Pendapatan UMKM
-
Dwi Pertiwi Anggraini
*
Universitas Budi Darma, Medan,
Indonesia
- Suginam Suginam Universitas Harapan Medan, Medan, Indonesia
- Trans Ningsih Universitas Budi Darma, Medan, Indonesia (*) Corresponding Author
Abstract
Marketing strategies using social media are currently very necessary considering the increasingly developing information technology. The lack of use of social media as promotional media for MSMEs also reduces the existence of these businesses among consumers. The aim of this research is to determine the effect of social media marketing strategies on increasing MSME income. The population in this study were all MSME actors in several villages in Tanjung Morawa District, namely 672 MSMEs with a sample of 20 MSME businesses taken randomly. The data collection technique in this research is by using a questionnaire. And the data analysis technique used is to carry out simple regression analysis. The results of the tests that have been carried out show that the t value for the social media marketing strategy variable is 4.286 > t table 1.734 and the significant value is 0.005 < 0.05, so Ho is rejected and Ha is accepted, thus partially the social media marketing strategy has a positive and significant effect on increasing MSME income. . The R square value is 0.427 or 42.7%. This means that the social media marketing strategy is able to explain its presence in increasing MSME income by 42.7%, while the remaining 57.3% is explained by other variables not examined in this research.
Downloads
References
Aliyansyah, & Irham. (2020). Analisis Peran Usaha Mikro Dalam Meningkatkan Pendapatan Masyarakat Menururt Perspektif Islam (Studi Pada Pengusaha Tempe Di Kelurahan Gunung Sulah Kota Bandar Lampung). Skripsi.
Aprilyan, S., Sasanti, E. E., & Nurabiah. (2022). Pengaruh E-Commerce Terhadap Peningkatan Pendapatan Usaha Mikro Kecil Dan Menengah (Umkm) Di Kabupaten Lombok Barat. Jurnal Riset Mahasiswa Akuntansi. DOI: https://doi.org/10.29303/risma.v2i2.216.
Dewa, C. B., & Safitri, L. A. (2021). Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19 (Studi Kasus Akun TikTok Javafoodie). Khasanah Ilmu : Jurnal Pariwisata Dan Budaya, Volume 12 Nomor 1, Maret 2021, ISSN : 2087-0086 (print), 2655-5433 (online), DOI 10.31294/khi.v12i1.10132, 65 - 71.
Dwijayanti, A., & Pramesti, P. (2021). Pemanfaatan Strategi Pemasaran Digital Menggunakan E-Commerce Dalam Mempertahankan Bisnis UMKM E-Commerce Dalam Mempertahankan Bisnis UMKM . IKRAITH-ABDIMAS Vol 4 No 2 Bulan Juli 2021.
gramedia.com. (2023). gramedia.com. Retrieved from gramedia.com: https://gramedia.com
Harsiti, M. Z. (2022). Penerapan Metode Regresi Linier Sederhana Untuk Prediksi Persediaan Obat Jenis Tablet. JSiI | Jurnal Sistem Informasi | Vol. 9 | No. 1 | Maret 2022 | e-ISSN: 2581-2181 | p-ISSN: 2406-7768., 12 - 16.
Harto, D., Pratiwi, S. R., Utomo, M. N., & Rahmawati, M. (2019). Penerapan Internet Marketing Dalam Meningkatkan Pendapatan Pada Umkm. Jurnal Pengabdian Dan Pemberdayaan Masyarakat. ISSN: 2549-8347. DOI: 10.30595/jppm.v3i1.3033.
Hasan, S. (2021). Pengaruh Sosial Media dalam Peningkatan Pemasaran UMKM Kuliner Selama Pandemi Covid-19 (Studi Kasus: UMKM Kuliner Kota Bangkinang, Provinsi Riau). INVEST : Jurnal Inovasi Bisnis dan Akuntansi. Volume 2 No 1 Tahun 2021. http://journal.al-matani.com/index.php/invest/index., 30 - 40.
Lasiyono, U. E. (2024). METODE PENELITIAN KUANTITATIF. ISBN: 978-623-8546-23-7. Sumedang, Jawa Barat: CV. Mega Press Nusantara.
Nur Ika Effendi, S. M., & dkk. (2022). Strategi Pemasaran. Padang: PT. Global Eksekutif Teknologi.
Nurimani, G. S., & Rachmawati, I. (2021). Strategi Promosi di Media Sosial dalam Menarik Minat Beli Produk Pakaian. Jurnal Riset Manajemen Komuniasi (JRMK). Volume 2, No. 1, Juli 2022. e-ISSN 2798-6586 | p-ISSN 2808-3075. DOI: https://doi.org/10.29313/jrmk.v2i1.1007., 59 - 62.
Rosyda. (2023). Gramedia Blog. Retrieved from https://www.gramedia.com/literasi/umkm/: https://www.gramedia.com/literasi/umkm/
Saleh, M. Y., & Said, M. (2019). Konsep Dan Strategi Pemasaran. Makassar: CV. SAH MEDIA.
Sugiyono. (2017). Metode Penelitian Bisnis. Bandung, Jawa Barat, Indonesia: Alfabeta.
Supandi, A., & Johan, R. S. (2022). Pengaruh Strategi Pemasaran Online Terhadap Pendapatan Pelaku Umkm Di Kecamatan Cilandak. Journal of Applied Business and Economic (JABE). DOI: http://dx.doi.org/10.30998/jabe.v9i1.13701, 15 - 24.
Suryani, T., Nurhadi, M., Fauzi, A. A., & Cordova, F. F. (2022). Strategi Pengelolaan Aktifitas Pemasaran Di Media Sosial. Surabaya: CV. Jakad Media Publishing.
Suryanti, E., Lesmana, H., & Mubarok, H. (2021). Analisis Strategi Pemasaran untuk Meningkatkan Pendapatan UMKM (Studi Kasus pada UMKM MITA). PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi. ISSN (Online) :2685-600X. https://doi.org/10.24905/permana.v13i1.117.
Swarjana, I. K. (2022). POPULASI - SAMPEL Teknik Sampling Dan Bias Dalam Penelitian. ISBN: 9786230127724, 6230127725. Yogyakarta: Penertbit ANDI (Anggota IKAPI).
Widyayanti, E. R., & Insiatiningsih. (2021). Pengaruh Strategi Pemasaran Online Dengan Aplikasi Gojek Fitur Gofood Terhadap Peningkatan Pendapatan Usaha Kuliner Di Yogyakarta. JURNAL RISET MANAJEMEN. Vol. 8, No. 1. Online ISSN : 2624-492X Print ISSN : 2355-9381. DOI: https://doi.org/10.32477/jrm.v8i1.249, 80 - 95.
www.bi.go.id. (2023). www.bi.go.id. Retrieved from www.bi.go.id: https://www.bi.go.id
www.bps.go.id. (2023). www.bps.go.id. Retrieved from www.bps.go.id: https://www.bps.go.id
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Pengaruh Strategi Pemasaran Media Sosial Terhadap Peningkatan Pendapatan UMKM
Pages: 374-380
Copyright (c) 2025 Dwi Pertiwi Anggraini, Suginam Suginam, Trans Ningsih
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
