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All Journal Jurnal Akuntansi Bisnis JURNAL EDUCATION AND DEVELOPMENT Management Studies and Entrepreneurship Journal (MSEJ) Journal Of Human And Education (JAHE)
Siboro, Danri T.
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Management Studies and Entrepreneurship Journal (MSEJ)

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Strategies to Increase Profitability by Using Digital-Based Sales in Micro, Small and Medium Enterprise (MSMEs) in Medan City Siahaan, Audrey M.; Siboro, Danri T.; Nainggolan, Melvin Sanro Jacobest
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 1 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i1.4071

Abstract

Using Internet networks facilitates the distribution, sale, purchase, and promotion of products (goods and services) through digital platforms such as social media and e-commerce. One practical approach to enhancing profitability involves leveraging social media platforms as marketing and sales channels alongside utilizing e-commerce. The selected subject of analysis pertains to the proprietors of MSMEs engaged in Internet commerce inside the city of Medan. The study will involve a sample size of 40 MSMEs selected by the purposive sampling technique. The method employed for data collecting involves the utilization of a questionnaire. Data analysis techniques employed include data quality testing, classical assumption testing, and hypothesis testing using linear and moderation regression analysis. The findings indicate that implementing a Social Media Strategy has a favorable and statistically significant impact on MSMEs profitability in Medan City. Using E-commerce platforms to facilitate digital sales can enhance the relationship between the influence of a Social Media Strategy and the profitability of MSMEs in Medan City. There is an expectation that online business entities will employ methods involving social media and e-commerce while also remaining responsive to technical advancements to enhance and modernize their online business systems, thereby avoiding obsolescence in the face of emerging technologies.
Co-Authors Audrey M. Siahaan Doloksaribu, Ardin Lumban Gaol, Vebry Nainggolan, Melvin Sanro Jacobest Saragi, Dame Ria Rananta Siahaan, Audrey M. Sihombing, Halomoan Sitompul, Andreas Sebastian