Pemanfaatan Media Sosial sebagai Alat Branding dan Pengaruhnya terhadap Penjualan UMKM di Kota Cirebon

Abstract

The purpose of this study is to see how the use of social media as a branding tool impacts Micro, Small and Medium Enterprises (MSMEs). This study used quantitative descriptive approach and survey method. The population of this study is 400 MSME actors. The sample was taken 25% as many as 100 respondents. Data collection techniques with questionnaires as primary data. The data is processed by simple regression analysis with the help of SPSS. Data analysis will include instrument validity and reliability tests, normality tests, heteroscedacity tests, and hypothesis tests. The results showed that social media has an effect on sales volume. The amount of contribution to the use of social media is 56.8% to the sales of MSMEs in Cirebon City. The need for business actors to utilize social media as a branding tool to improve their operations.