Analisis Pemanfaatan Media Sosial terhadap Kinerja UMKM pada Sektor Usaha Mikro Kecil dan Menengah di Sumatera Utara: Perspektif Teori Kemampuan Dinamis

Abstract

The objective of this easerch to determine the influence of social media on the performance of MSMEs in Bunut Seberang. With dynamic capabilities as an intervening variable.This study uses the theory of dynamic capabilities and using purposive sampling. The sample is 121 respondents. The results of the study is social media use and of social media maintenance had a positive and significant effect on dynamic capabilities. Dynamic capabilities had a positive and significant effect on the performance of MSMEs in Bunut Seberang. The use of social media did not have a direct effect on the performance of MSMEs. Meanwhile, maintenance of social media had a positive and significant effect on the performance of MSMEs. The use of social media had a positive and significant effect on the performance of MSMEs through dynamic capabilities. Maintenance of social media had a positive and significant effect on the performance of MSMEs through dynamic capabilities.