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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 A A Sinta Krisna Febriani A. A. Ngurah Adi Satria Wibawa A.A. Sri Arika Deviana Putri Adriati, I Gst. Ayu Wirati agitha relia Agus Purusa Dharma Anak Agung Natsumi Kusumaputri Anak Agung Ngurah Dwi Narendra Arlantara Putra, Alvin Asrya Wijayanti, Ni Kadek Wiwin Chintia Camilo Desak Made Febri Purnama Desak Made Sukarnasih Desak Sukarnasih, Ni Made Devina Reditya, Ni Made Laksmi Dewi, Ni Kadek Lia Setia Dewi, Ni Komang Sri Berliana Dini Mariyani Febriyanti, Ni Komang Lina Fidyariska, Priskylia Jenia Gunaprya, Komang Rosemalla Dewi I G. N. Oka Ariwangsa I Gusti Ayu Agung Istri Dinda Larasshanti Jelantik I Gusti Ayu Agung Mirah Virgianitri I Gusti Ayu Rismadewi I Gusti Ayu Tirtayani I Gusti Ayu Tirtayani I Gusti Ayu Tirtayani I Kadek Dwi Fajar Swastika I Komang Didi Kariana I Made Augie Putra Budiatha I Made Suidarma I Putu Dharmawan Pradhana I Putu Nadha Ambara Putra I Putu Satria Parayangan I Putu Yoga Purnama Wijaya I Wayan Andra Wirawan I. A. Oka Martini Ida Bagus Putra Wiguna IGN Oka Ariwangsa IGN Oka Ariwangsa Ariwangsa Intan Nurul Awwaliyah Jelantik, I Gusti Ayu Agung Istri Dinda Larasshanti Juwita Sari, Putu Ratna Kadek Wulandari Laksmi P Kariana, I Komang Didi Khaterina Louisa Reyaan Komang Ayu Puspita Dewi Komang Sri Widiantari Laksmi, Kadek Wulandari Made Ermawan Yoga Antara Made Mulyadi Made Sukarnasih , Desak Mahadhika Feryo Gotama maitri, sri Martina Angelica Oktaviani Damai Mulyadewi, I Gusti Agung Ayu Candra Nadya Dominica Putri Yudda Naraswari , Ida Ayu Yogi Ni Kadek Denia Astari Putri Ni Kadek Winda Yanti Ni Komang Ayulyantari Ni Komang Sri Berliana Dewi Ni Komang Widya Asti Mayang Sari Ni Luh made Risnia Dewi Ni Made Desak Sukarnasih Ni Made Dinda Ferdina Ni Made Dwipayanti Ni Putu Bayu Widhi Antari Ni Putu Ena Kartika Dewi Ni Putu Nina Eka Lestari Ni Putu Wina Yustina Maharani Ni Wayan Lasmi Paramitha Pika, Putu Ayu Titha Parasari, Nyoman Sri Manik Pika, Putu Ayu Titha Paramita Pramana, Ida Bagus Gde Agung Yoga Prasetya Dewi, Made Indah Pratiwi, Ni Kadek Wulan Cahyaning Putri, Ni Putu Ayu Sriniken Dhamayanti Putu Amanda Yuniantari Dewi Putu Laksmi Aridewi Putu Purnama Dewi Putu Ratna Juwita Sari Rian Arif Fahendra Sahri Aflah Ramadiansyah Sahri Aflah Ramadiansyah Sari, Ni Nyoman Tri Puspa Sashia Putri, Putu Dinda Septianee, Putu Ditha Setianingsih, Made Apriani Suwardyanba, Gede Irfan Swandewi, Anak Agung Mia Udayani, Ni Putu Ari Wijayani, Putu Ayu Diah Wulantari, Ni Kadek