Peran Social Media Marketing terhadap Pemasaran UMKM selama Masa Pandemi COVID-19: Studi Kasus Pengusaha Perempuan di Kota Surabaya

Widyanti, Adhyra (2021) Peran Social Media Marketing terhadap Pemasaran UMKM selama Masa Pandemi COVID-19: Studi Kasus Pengusaha Perempuan di Kota Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi COVID-19 telah menginfeksi Indonesia dengan 1.271.353 kasus per 20 Februari 2021. Masyarakat dan pemerintah ikut berperan serta dalam mengatasi COVID-19, salah satunya yaitu penerapan PSBB. Namun, adanya PSBB menimbulkan kerugian ekonomi, meningkatnya jumlah pengangguran, dan penurunan kualitas hidup masyarakat. Sehingga diterapkan kebijakan new normal untuk memulihkan ekonomi yang terdampak COVID-19. Pengusaha perempuan di Indonesia khususnya Surabaya sebagai ibukota provinsi Jawa Timur mengalami penurunan pendapatan dikarenakan kebijakan PSBB. Pandemi COVID-19 menimbulkan beberapa masalah bagi pelaku UMKM, namun terdapat kesempatan yang timbul, yaitu pelaku UMKM dapat menggunakan social media marketing. Maka dari itu, penelitian ini bertujuan untuk menganalisis peran dan faktor utama yang mempengaruhi penggunaan social media marketing pada pengusaha perempuan di Surabaya selama pandemi COVID-19. Penelitian ini juga menganalisis pengaruh penggunaan social media marketing pada pengusaha perempuan di Surabaya berdasarkan faktor lokasi usaha. Penelitian ini merupakan model penelitian conclusive descriptive – multiple cross sectional dengan pendekatan kuantitatif. Untuk mencapai tujuan penelitian, maka teknik pengolahan dan analisis data pada penelitian ini menggunakan analisis deskriptif, PLS-SEM, dan ANOVA. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 161 sampel. Hasil menunjukkan bahwa perceived usefulness dan facilitating conditions secara tidak langsung berhubungan positif dan signifikan terhadap impact on business melalui social media marketing. Penelitian ini juga mengungkap bahwa tidak terdapat perbedaan yang signifikan diantara kelompok lokasi usaha terhadap dampak pada bisnis pengusaha perempuan. Terdapat implikasi manajerial yang disusun untuk pihak pengusaha perempuan dengan tujuan meningkatkan dampak pada bisnis mereka. ======================================================================================================= The COVID-19 pandemic has infected Indonesia with 1,271,353 cases as of February 20, 2021. The community and government have participated in overcoming COVID-19, one of which is the implementation of the PSBB. However, the existence of the PSBB caused economic losses, increased unemployment, and decreased the quality of life of the people. So that a new normal policy is implemented to restore the economy affected by COVID-19. Women entrepreneurs in Indonesia, especially Surabaya as the capital of East Java province, experienced a decline in income due to the PSBB policy. The COVID-19 pandemic has caused several problems for MSME players, but there are opportunities that arise, namely MSME players can use social media marketing. Therefore, this study aims to analyze the roles and main factors that influence the use of social media marketing among women entrepreneurs in Surabaya during the COVID-19 pandemic. This study also analyzes the effect of the use of social media marketing on women entrepreneurs in Surabaya based on business location factors. This research is a conclusive descriptive research model - multiple cross sectional with a quantitative approach. To achieve the research objectives, the data processing and analysis techniques in this study used descriptive analysis, PLS-SEM, and ANOVA. Data collection was carried out using an online questionnaire distributed to 161 samples. The results show that perceived usefulness and facilitating conditions are indirectly positively and significantly related to the impact on business through social media marketing. This study also reveals that there is no significant difference between groups of business locations on the impact on women entrepreneurs' businesses. There are managerial implications designed for women entrepreneurs with the aim of increasing the impact on their business.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: ANOVA, COVID-19, Pengusaha Perempuan, PLS-SEM, Social Media Marketing, UMKM
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Adhyra Widyanti
Date Deposited: 03 Mar 2021 05:42
Last Modified: 03 Mar 2021 05:42
URI: https://repository.its.ac.id/id/eprint/83272

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