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Sri Rahmayanti, Sri
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Journal : JOURNAL OF SCIENCE AND SOCIAL RESEARCH

 1 
DAMPAK MEDIA SOSIAL SEBAGAI SARANA PEMASARAN TERHADAP PENJUALAN UMKM DI KABUPATEN ASAHAN Dailami, Dailami; Rahmayanti, Sri; Optari, Leni Kurnia
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 4 (2025): November 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i4.5236

Abstract

Abstract: The growth of social media usage in Indonesia has reached more than 170 million active users in 2023, making it a relevant platform for the MSME sector, particularly in the culinary field. This study aims to analyze the impact of social media usage as a marketing tool on MSME sales in Asahan Regency. The research method uses a quantitative approach with survey techniques through questionnaires distributed to more than 50 MSME respondents. Data were analyzed using simple linear regression with a Likert scale of 1-5. The results show that 82% of respondents use social media for marketing, with Facebook (45%) and WhatsApp (35%) as the most popular platforms. Regression analysis shows a coefficient of determination R² = 0.65, meaning that 65% of sales variation can be explained by social media usage. As many as 65% of respondents stated that marketing activities through social media increased sales with an average score of 4.4. This study concludes that the use of social media has a positive and significant effect on increasing MSME sales in Asahan Regency. It is recommended for MSME actors to improve their ability to create creative content and for local governments to provide MSME digitalization training support. Keywords: Social media, digital marketing, MSMEs, sales, Asahan Regency. Abstrak: Pertumbuhan penggunaan media sosial di Indonesia telah mencapai lebih dari 170 juta pengguna aktif pada tahun 2023, menjadikannya platform relevan bagi sektor UMKM, khususnya di bidang kuliner. Penelitian ini bertujuan untuk menganalisis dampak penggunaan media sosial sebagai sarana pemasaran terhadap penjualan UMKM di Kabupaten Asahan. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survei melalui kuesioner yang disebarkan kepada lebih dari 50 responden UMKM. Data dianalisis menggunakan regresi linier sederhana dengan skala Likert 1-5. Hasil penelitian menunjukkan bahwa 82% responden menggunakan media sosial untuk pemasaran, dengan Facebook (45%) dan WhatsApp (35%) sebagai platform terpopuler. Analisis regresi menunjukkan koefisien determinasi R² = 0,65, yang berarti 65% variasi penjualan dapat dijelaskan oleh penggunaan media sosial. Sebanyak 65% responden menyatakan bahwa aktivitas pemasaran melalui media sosial meningkatkan penjualan dengan skor rata-rata 4,4. Penelitian ini menyimpulkan bahwa penggunaan media sosial berpengaruh positif dan signifikan terhadap peningkatan penjualan UMKM di Kabupaten Asahan. Disarankan bagi pelaku UMKM untuk meningkatkan kemampuan dalam membuat konten kreatif dan bagi pemerintah daerah untuk memberikan dukungan pelatihan digitalisasi UMKM. Kata kunci: Media sosial, pemasaran digital, UMKM, penjualan, Kabupaten Asahan. 
Co-Authors Abunawas, Abunawas Adelina Butar Butar, Bellinda Aldo, Aldo Algusri, Jeki Alifka Ramadani, Sela Amalia, Asrinda Apricilia, Arla Aprilia Sarwani, Audi Asep Nuryadin Astuti, Wilda Atikah, Wan Nurul Aulia Rahuma Ayu, Cikita Ayudhia Rachmawati Bakaruddin Bakaruddin Cik Zulia, Cik Daffi Maulany, Ahmad DAILAMI Dailami - Damayanti, Dahlia Dhini, Indah Rahma Dwi Hastuti Elsi Elsi, Elsi Fadillah Amin, Nur Fitria, Amin Gustianty, Lanna Reni Hadi, M. Fikry Hadromi, Ulil Hanafi, Khusnul Handayani, Turi Haniah Haniah Hanina, Hanina Harahap, Ulina Agustina Haris, Aidil Harjum, Mohamad Hasbiah Helina, Inda Hendri Ali Ardi, Hendri Ali Heni Subagiharti Husnul Khatimah, A. Irmawati Irmawati Isnaini, Rizki Juhuria, Juhuria Liana, Sri Lubis, Ade Fipriani Manulang, Muhammad Tuah Anggana MAPILINDO Marpaung, Nian Mastanah, Mastanah Masyhuri Majiding, Chaidir Misral, Misral Misral, Misral Moh Bahzar Muhammad Ikbal N. Nurjanah Nabilla Nabilla Nabillah, Nur Annisa Novchi, Raja Widya Nur Hamzah Nurlaili, Lili Nurmalis, Nurmalis Optari, Leni Kurnia Pangaribuan, Mahdar Felayati Panjaitan, Septiara Perdana, Riky Pongdatu, Merry Radianti, Nabilla Rahayu, Norra Isnasia Rahma Nabilla, Hanifah Rahman, Iktisan Ratna Wulandari Ravli Saputra, Ardi Riki Perdana Rizka, Inayah Rosyetti, Rosyetti Ruknan, Ruknan Rumiati, Rumiati sapri sapri Setiawan, Topan Simarmata, Santa Daomara Simartama, Dewi Sharina Siti Hanifa Sandri, Siti Hanifa Siti Nuraini Sitohang, Natanael Sri Utaminingsih Supari, Indriani Triyana, Dewi Utami, Rahma Agustina Wan Nurul Atikah Nasution, Wan Nurul Wati, Darna Saras Windaningsih, Windaningsih Yosiana, Derisma Ade Yulita Pujilestari Yunita, Della Yuslim Yuslim Zaki, Hammam