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Rusdi Rusdi
Administrasi Negara, Universitas Muhammadiyah Sorong
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The Impact of Social Media Usage on MSME Performance: The Role of Innovation Capability as a Moderating Factor Willyan Sahetapy; Agustinus Biay; Rusdi Rusdi
International Journal of Management Science and Information Technology Vol. 5 No. 2 (2025): July - December 2025
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v5i2.4555

Abstract

The study seeks to investigate the impact of social media use on Micro, Small and Medium Enterprise (MSME) performance, and the moderating effect of innovation capability on the link. Amid the digital technology boom, MSMEs leverage TikTok, Instagram, Facebook among others to widen market reach, brand presence and talk to their audience directly. The opportunity and threat of social media but but can be a double edged sword in terms of the mSME’s level of capability to innovate in relation to marketing strategy. Innovation capability (product development, technology use, market responsiveness) as a moderator has proved to have the most mediating processes between social media and MSMEs performance. This research is quantitative by distributing a questionnaire of 300 MSME respondents that using social media. The findings indicate that the utilisation of social media has a significant effect on the performance of MSMEs, which is also moderated by innovativeness. Its effect on perfornlance is however not the same For all SNSs. This finding indicates that innovative-related MSMEs have potential to utilize social media to improve business performance and growth better.
Co-Authors Agnes Ribka Papilaya Agustinus Biay Ana Lestari Anto Purwadi Anwar, Zakiyah Deflan Partada Firdaus Hulihulis Friska Nurliana Sirait Ibrahim Ibrahim Irwan Boinauw Ismed Kelibay Ismed Kelibey Kamaluddin La Basri Laila Qadriyani Malikin Rumakat Maipauw, Niny Jeni May Claudy Sanadi Miryam Diana Kalagison Mohamad Saleh Refra Muh. Arifin Abd.Kadir Muhammad Ali Muhammad Arifin Abd Kadir Muhammad Ilham Norma Kammu Nur Hidaya Rosnani Rosnani Siti Nurjannah Sukmawati, Sukmawati Supriadi Supriadi Willyan Sahetapy