PENGARUH SOCIAL COMMERCE DAN ORIENTASI PASAR TERHADAP KINERJA UMKM MELALUI KEUNGGULAN BERSAING: Survei pada Pengguna Tiktok Shop UMKM Bidang Fashion di Pasar Tanah Abang

    Muhamad Rizqi Khoirul Wafa, - (2024) PENGARUH SOCIAL COMMERCE DAN ORIENTASI PASAR TERHADAP KINERJA UMKM MELALUI KEUNGGULAN BERSAING: Survei pada Pengguna Tiktok Shop UMKM Bidang Fashion di Pasar Tanah Abang. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Tujuan penelitian ini ialah untuk mengetahui pengaruh Sosial Commerce dan Orientasi Pasar terhadap Kinerja UMKM melalui Keunggulan Bersaing pada UMKM Fashion di pasar tanah abang. Populasi dalam penelitian ini ialah UMKM Fashion di pasar tanah abang jakarta. Teknik sampling yang digunakan pada penelitian ini ialah Accidental sampling dengan sampel berjumlah 100 responden. Teknik pengumpulan data melalui kuisioner atau angket yang telah diuji validitas dan reliabilitasnya. Menurut hasil penelitian dan analisis data, Orientasi Pasar berpengaruh positif dan signifikan terhadap Kinerja UMKM, Social Commerce berpengaruh positif dan signifikan terhadap Kinerja UMKM, Keunggulan Bersaing berpengaruh positif dan signifikan terhadap Kinerja UMKM. Selanjutnya, secara simultan Social Commerce, Orientasi Pasar, dan Keunggulan Bersaing berpengaruh positif dan signifikan terhadap Kinerja UMKM.
    The aim of this research is to determine the influence of Social Commerce and Market Orientation on the Performance of small and medium enterprises through Competitive Advantages in Fashion MSMEs in the Tanah Abang market. The population in this research is Fashion MSMEs in the Tanah Abang market, Jakarta. The sampling technique used in this research was accidental sampling with a sample of 100 respondents. Data collection techniques are through questionnaires or questionnaires whose validity and reliability have been tested. Based on the results of research and data analysis, Market Orientation has a positive and significant effect on MSME Performance, Social Commerce has a positive and significant effect on MSME Performance, Competitive Advantage has a positive and significant effect on MSME Performance. Furthermore, simultaneously Social Commerce, Market Orientation, and Competitive Advantage have a positive and significant effect on Performance.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en
    Uncontrolled Keywords: Social Commerce, Orientasi Pasar, Keunggulan Bersaing, Kinerja UMKM Social Commerce, Market Orientation, Competitive Advantage, MSME Performance
    Subjects: L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
    Depositing User: Muhamad Rizqi Khoirul Wafa
    Date Deposited: 02 Oct 2024 01:08
    Last Modified: 03 Oct 2024 01:31
    URI: http://repository.upi.edu/id/eprint/125318

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