Efektivitas Penggunaan Media Sosial dalam Berwirausaha di Sektor Peternakan Kambing dan Domba

Abstract

Entrepreneurship is an activity that creates added value through innovation and risk-taking, including in the goat and sheep farming sector. In the digital era, social media has become a potential tool to support entrepreneurial activities, particularly in marketing. This study aims to explore the experiences and perceptions of business actors in using social media as a tool to support entrepreneurship, and to analyze the strengths, weaknesses, opportunities, and threats (through IFAS and EFAS analysis) encountered by both users and non-users of social media. This research was conducted in two locations: Medan City and Beringin District, Deli Serdang Regency, involving ten pelaku usahats consisting of five social media users and five non-users. The results indicate that business actors who utilize social media generally achieved IFAS and EFAS scores of ≥ 3.00, reflecting internal stability and adaptability to external conditions. In contrast, nonsocial media users tended to have lower and more inconsistent scores. These findings reinforce the theories of effectiveness and digital marketing, highlighting that the ability to adapt to technological developments is a key factor in entrepreneurial success.