Optimalisasi Kinerja Usaha UMKM Kuliner: Media Sosial, Inovasi Produk, dan Dukungan Keluarga
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Abstract
Perkembangan Usaha Mikro, Kecil, dan Menengah (UMKM) saat ini memiliki peran penting dalam sektor perekonomian, terutama UMKM makanan dan minuman. Faktor-faktor kunci dalam menghadapi dinamika bisnis modern melibatkan pemanfaatan media sosial, inovasi produk, dan dukungan keluarga. Media sosial memberikan manfaat positif dalam promosi produk, pengurangan biaya pemasaran, peningkatan hubungan dengan konsumen, dan perluasan pasar. Inovasi produk menjaga relevansi dan pertumbuhan bisnis di tengah persaingan yang ketat yang mendorong perusahaan untuk terus melakukan perubahan dan perbaikan guna memenuhi kebutuhan konsumen. Dukungan keluarga berperan sebagai pendukung secara emosional maupun instrumental. Penelitian ini bertujuan untuk menguji secara empiris pengaruh media sosial, inovasi produk, dan dukungan keluarga terhadap kinerja usaha UMKM kuliner di Jakarta Pusat. Penelitian ini menggunakan metode kuantitatif dengan pendekatan kausal. Populasi penelitian adalah pelaku UMKM kuliner di Jakarta Pusat. Pengambilan sampel dilakukan dengan metode non-probability menggunakan teknik purposive sampling terhadap 80 responden. Analisis data yang digunakan adalah Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan software SmartPLS 4 v.4.0.9.8. Hasil pengujian hipotesis menunjukkan bahwa media sosial memiliki pengaruh positif dan signifikan terhadap kinerja usaha. Selanjutnya, inovasi produk memiliki pengaruh positif yang tidak signifikan terhadap kinerja usaha. Kemudian, dukungan keluarga memiliki pengaruh positif dan signifikan terhadap kinerja usaha.
The current development of Micro, Small, and Medium Enterprises (MSMEs) plays a crucial role in the economic sector, especially in the food and beverage MSMEs. Key factors in facing the dynamics of modern business involve utilizing social media, product innovation, and family support. Social media provides positive benefits in product promotion, reducing marketing costs, enhancing consumer relationships, and expanding the market. Product innovation maintains business relevance and growth amid intense competition, driving companies to continuously change and improve to meet consumer needs. Family support plays a role as both emotional and instrumental support. This research aims to empirically examine the influence of social media, product innovation, and family support on the performance of culinary MSMEs in Central Jakarta. The study employs a quantitative method with a causal approach, sampling culinary MSMEs in Central Jakarta using purposive sampling with 80 respondents. The data analysis utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 v.4.0.9.8 software. Hypothesis testing results indicate that social media has a positive and significant influence on business performance. Additionally, product innovation has a positive but not significant impact on business performance, while family support has a positive and significant influence on business performance.
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