Faktor-Faktor Penentu Peluang Inovasi: Studi Empiris untuk UMKM di Jakarta
DOI:
https://doi.org/10.32534/jv.v19i3.6506Abstract
Pemanfaatan media sosial di usaha mikro, kecil, dan menengah (UMKM) semakin marah untuk kegiatan pemasarannya. Oleh sebab itu, penelitian ini menguji dan menganalisis dampak Pemanfaatan Media Sosial dan Orientasi Pelanggan terhadap Peluang Inovasi bagi UMKM di Jakarta. Sampel diambil dengan pendekatan purposive sampling method, sehingga terpilih sebanyak 107 UMKM ditetapkan sebagai sampel. Dengan pendekatan kuantitatif, penelitin menguji variabel-variabel dengan metode statistik partial least square-structural equation modeling (SEM-PLS). Hasil penelitian ini adalah terbukti terdapat pengaruh positif Pemanfaatan Media Sosial dan Orientasi Pelanggan terhadap Peluang Inovasi secara parsial. Sehingga, penelitian ini memberikan kontribusi bagi UMKM untuk penggunaan media sosial untuk meningkatkan peluang inovasi, serta orientasi konsumen untuk meningkatnya.
Keywords:
Orientasi Pelanggan, Peluang Inovasi, Jakarta, Pemanfaatan Media Sosial, UMKMReferences
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