PERAN E-COMMERCE, MEDIA SOSIAL DAN DIGITAL TRANSFORMATION UNTUK PENINGKATAN KINERJA BISNIS UMKM
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Abstract
Sejalan dengan transformasi digital ditemukan masalah dalam mempertahankan kinerja usaha seperti tingkat penjualan atau keuntungan. Situasi pasca pandemik masih menimbulkan kendala sehingga pelaku usaha belum sepenuhnya mampu mengembalikan penjualan seperti sebelumnya. Kehadiran usaha baru makin marak sehingga meningkatkan persaingan antara pelaku usaha. Kondisi tersebut berdampak terhadap penurunan kinerja. Usaha pada tingkat mikro, kecil dan menengah (UMKM) menjadi salah satu sasaran transformasi karena sebagai penggerak stabilitas ekonomi nasional termasuk dalam pengembangan UMKM di Kota Bekasi. Sejalan dengan perkembangan internet serta potensi pemanfaatannya untuk pengembangan bisnis maka tujuan penelitian ini untuk mengetahui dan menganalisis pengaruh e-commerce, media sosial dan digital transformation terhadap kinerja bisnis. Pemilihan sampel menggunakan teknik purposive sampling dengan melibatkan pelaku UMKM (n=130) di Kota Bekasi khususnya usaha makanan dan minuman, fesyen dan otomotif. Pengujian validitas, reliabilitas dan pengolahan data persamaan regresi struktural menggunakan software SmartPLS. Hasil menunjukan nilai koefisien e-commerce (0,398), media sosial (0,148), dan digital transformation (0,277) sehingga e-commerce dan digital transformasi memberikan efek signifikan pada kinerja bisnis pada 5 persen. Sebagai saran, Pemerintah Kota Bekasi agar melakukan pendampingan menuju digital transformation dengan memanfaatkan e-commerce dan media sosial. Perkembangan ekosistem digital seperti e-commerce, media sosial, serta digital transformastion bersinergi dengan pertumbuhan ekonomi lokal, mengapresiasi pemberdayaan masyarakat dalam UMKM serta memperhatikan kearifan budaya lokal. Kolaborasi tersebut selaras dengan tujuan pembangunan berkelanjutan.
In line with digital transformation, there are problems in maintaining business performance such as sales or profit levels. The post-pandemic situation still creates obstacles so that business actors are not fully able to restore sales as before. The presence of new businesses is increasingly widespread, thereby increasing competition between business actors. This condition resulted in a decrease in performance. Enterprises at the micro, small and medium (MSMEs) level are one of the targets of transformation because they act as a driving force for national economic stability including in the development of MSMEs in Bekasi City. In line with the development of the internet and the potential for its use for business development, the purpose of this study was to identify and analyze the effect of e-commerce, social media and digital transformation on business performance. The selection of the sample used a purposive sampling technique involving SMEs (n = 130) in Bekasi City, especially in the food and beverage, fashion, and automotive businesses. Testing the validity, reliability and processing of structural regression equation data using SmartPLS software. The results show the coefficient values of e-commerce (0.398), social media (0.148), and digital transformation (0.277) so that e-commerce and digital transformation have a significant effect on business performance at 5 percent. As a suggestion, the Bekasi City Government should provide assistance towards digital transformation by utilizing e-commerce and social media. The development of digital ecosystems such as e-commerce, social media, and digital transformation synergizes with local economic growth, appreciates community empowerment in MSMEs and pays attention to local cultural wisdom. The collaboration is aligned with the goals of sustainable development.
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