PENGARUH ORIENTASI PELANGGAN DAN ADOPSI MEDIA SOSIAL TERHADAP KINERJA UMKM DI MASA PANDEMI COVID-19 (Studi pada UMKM Binaan Dinas Koperasi dan Usaha Kecil Jawa Barat Tahun 2021 Sektor Kuliner)

Authors

  • Rifqi Yudanta Febriansyah Universitas Telkom
  • Fajar Sidiq Adi Prabowo Universitas Telkom

:

https://doi.org/10.9744/jmp.17.1.1-10

Keywords:

orientasi pelanggan, media sosial, kinerja UMKM, Covid-19

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh orientasi pelanggan dan adopsi media sosial terhadap kinerja UMKM sektor kuliner binaan Dinas Koperasi dan Usaha Kecil Jawa Barat selama masa pandemi Covid-19 serta pengaruh media sosial sebagai variabel moderasi dalam hubungan orientasi pelanggan terhadap kinerja UMKM. Data penelitian diperoleh dari 350 responden yang merupakan UMKM binaan Dinas Koperasi dan Usaha Kecill Jawa Barat sektor kuliner tahun 2021. Penelitian dilakukan dengan menyebarluaskan kuesioner melalui  Google Forms dan data diolah dengan Partial Least Square (PLS). Hasil penelitian menunjukkan orientasi pelanggan dan media sosial berpengaruh terhadap kinerja UMKM sektor kuliner selama masa pandemi Covid-19. Pada penelitian ini juga didapatkan bahwa media sosial tidak memoderasi hubungan antara orientasi pelanggan terhadap kinerja UMKM selama masa pandemi Covid-19.

Author Biography

Fajar Sidiq Adi Prabowo, Universitas Telkom

SCOPUS ID: 56819096600, SINTA ID: 6029920, GS ID: rstl2KoAAAAJ&hl=en&oi=ao

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Published

2023-06-21

How to Cite

Febriansyah, R. Y., & Prabowo, F. S. A. (2023). PENGARUH ORIENTASI PELANGGAN DAN ADOPSI MEDIA SOSIAL TERHADAP KINERJA UMKM DI MASA PANDEMI COVID-19 (Studi pada UMKM Binaan Dinas Koperasi dan Usaha Kecil Jawa Barat Tahun 2021 Sektor Kuliner). Jurnal Manajemen Pemasaran, 17(1), 1-10. https://doi.org/10.9744/jmp.17.1.1-10

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