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Journal : Efektor

Inovasi Media Sosial dan Kelangsungan Usaha Mikro, Kecil, dan Menengah: Peran Kritis Literasi Digital Maitri, Wayan Sri; Putra P, Komang Widhya Sedana; Laksmi P, Kadek Wulandari; Sukarnasih, Desak Made
Efektor Vol 11 No 2 (2024): Efektor Vol.11 No.2 Tahun 2024
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/e.v11i2.23745

Abstract

The purpose of this study is to analyze the effects of social media innovation on the business sustainability of MSMEs, taking digital literacy as a moderating variable. This research was conducted in Bali Province using a quantitative approach with data sources sampled from owners of MSMEs. A structured questionnaire was used. The data analysis used PLS-SEM, a technique of robust statistics that is appropriate for studying a complex relationship between variables. The research findings indicated that social media innovation significantly contributed to the sustainability of businesses within the MSME sector. It means that when MSMEs adopt and implement innovative social media strategies effectively, it leads to their overall sustainability and hence improves business outcomes. In fact, it was established in this study that the relationship can be moderated by digital literacy, meaning that MSMEs with higher levels of digital literacy are better positioned to leverage social media innovation for increased business sustainability. The results raise the need to incorporate social media innovation with digital literacy to promote sustainable practices among MSMEs. In doing this, businesses can keep up with the rapidly changing landscape of new technologies in ways that improve their competitive advantage. The paper, therefore, concludes with managerial implications: Owners of MSMEs need targeted training and resources to improve their digital literacy level so as to fully tap into the potential of social media innovations toward long-term sustainability.
Co-Authors Adnyani, Ni Putu Mita Andistan, Ignacia Betrya Apriliani, Ni Putu Mia Aris Widiana, Ngakan Putu Ariwangsa, I G. N. Oka Ariwangsa, I G.N. Oka Bhargawa, Dewi Andjani Angellina Cahya Putri, Ni Made Chintia Camilo Clara Felicia Regina Francis Desak Made Febri Purnama Sari Desak Made Sukarnasih Dewa Ayu Rina Dewi Paramitha Dewi, I. G. A Agung Omika Dewi, Made Risma Dewi, Putu Purnama Dhirgayusa, I Gede Perdana Endita, Ni Kadek Citra Ernawati, Ni Luh Felita, Thea Giovvani Angela Gunawan Gusi Putu Lestara Permana Gusti Putu Lestara Permana I G. N. Oka Ariwangsa I G. N. Oka Ariwangsa I G. N.O. Ariwangsa I Gde Kajeng Baskara I Gede Harry Ramanda Sujana I Gusti Ayu Dhani Handita I Gusti Ayu Mas Rosita Dewi I Kadek Dwi Fajar Swastika I Kadek Setya Obi Maharipa I Komang Didi Kariana I Made Yoga Dwipayana Putra I Putu Dharmawan Pradhana I Putu Gede Sulaksana Adi Putra I Putu Nadha Ambara Putra Ida Ayu Ratih Dharmayanti Tatwa Ida Bagus Anom Purbawangsa IGN Oka Ariwangsa Indriyati Indriyati Irmayani, Ni Putu Satwika Kadek Devi Kalfika Anggria Wardani Kadek Krisna Saputra Komang Setiawan Komang Sri Widiantari Komang Widhya Sedana Putra P Kustina, Ketut Tanti Lely Anggreyni Jawak Luh Gede Sri Artini Made Adika Pradnya Paramita Astawan Made Mulyadi Made Ratih Nurmalasari Mahadhika Feryo Gotama Maitri, Wayan Sri Manu, Aprita Susanti Martina Angelica Oktaviani Damai Martini, I. A. Oka Naraswari , Ida Ayu Yogi Ni Kadek Anggiyely Sritania Ni Kadek Sindy Dwi Anjani Ni Ketut Anik Nugraheni Ni Ketut Arista Ameliasari Ni Komang Ayulyantari Ni Luh Mita Juniari Ni Luh Yulyana Dewi Ni Made Ari Puspita Dewi, Ni Made Ari Puspita Ni Made Dwipayanti Ni Made Lira Amerti Putri Darsana Ni Nyoman Sri Wisudawati Ni Putu Budiadnyani Ni Putu Early Pradnya Suarnitha Ni Wayan Eva Angellina Ni Wayan Lasmi Nilna Muna Niron, Vernanda Christine Novianti, Mega Putri Eka Nyoman Sri Manik Parasari Omika Dewi, I G. A. Agung Pandea Bagus Adnyanaesa Parasari, Nyoman Sri Manik Permana, Gusti Putu Lestara Permana, Putu Indra Prawitasari, Putu Putri Premayanti, Made Ari Putra, Komang Satria Wibawa Putri, Ni Putu Ayu Sriniken Dhamayanti Putri, Putu Wahyu Cahyani Putu Eka Rumadana Putu Indah Kaori Widyawati Putu Indra Permana Putu Pande R. Aprilyani Dewi Putu Putri Prawitasari Putu Ratna Juwita Sari Putu Sri Arta Jaya Kusuma Rommy Patrik Liyanto Rumadana, Putu Eka Santoso, Sisilia Ananda Septianee, Putu Ditha Setligt, Eileen Vridynia Sianipar, Arsia Dondania Suci Artini, Ni Kadek Suwardyanba, Gede Irfan Swardyani, Winda Trisna, Ni Nyoman Putri Bulan Widyadhana, I Nyoman Augie Yasa, I Gede Pradnyana Antara Yosephine, Thalia Yuuka Narita Putri, Ni Made ⁠Putu Putri Prawitasari