Strategi Meningkatkan Profitabilitas Dengan Memakai Penjualan Berbasis Digital Pada Usaha Mikro Kecil Menengah (UMKM) Di Kota Medan

Audrey Margareth Siahaan, Danri T. Siboro, Dame Ria Rananta Saragi

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh e-commerce terhadap hubungan antara strategi sosial media dan profitabilitas. Responden yang digunakan adalah 40 pemilik UMKM yang melakukan penjualan secara digital di kota Medan. Teknik pengumpulan data yang dipergunakan berupa kuesioner. Hasil penelitian menunjukkan bahwa Strategi Sosial Media berpengaruh positif dan signifikan terhadap Profitabilitas pada pelaku UMKM (Usaha Mikro Kecil Menengah) di Kota Medan dan Penjualan Digital melalui penggunaan e-commerce dapat memoderasi (memperkuat) hubungan Pengaruh Strategi Sosial Media dengan Profitabilitas pada pelaku UMKM (Usaha Mikro Kecil Menengah) di Kota Medan. Dengan demikian diharapkan kepada pelaku bisnis online diharapkan untuk melakukan strategi dengan penggunaan sosial media dan e-commerce dan juga terus merespon perkembangan teknologi untuk pembaharuan sistem bisnis online yang dijalaninya sehingga pelaku bisnis tidak ketinggalan oleh teknologi baru.

Keywords


Penjualan Berbasis Digital; Profitabilitas; Strategi; UMKM

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DOI: https://doi.org/10.24167/jab.v22i1.11112

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