| dc.description.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. | en_US |
