Peran Media Sosial di Indonesia untuk Strategi Transformasi Bisnis
DOI:
https://doi.org/10.54065/jss.3.1.2023.340Keywords:
Media Sosial, Bisnis Sosial, Strategi, Transformasi BisnisAbstract
Penggunaan media sosial di era digital saat ini dianggap penting karena membantu masyarakat berkomunikasi dan berbagi informasi secara online. Tidak mengherankan bahwa kemudahan berbagi informasi dan berkomunikasi melalui media sosial berdampak pada peningkatan banyak aktivitas online, termasuk aktivitas berbisnis. Fenomena ini menginspirasi peneliti untuk mengungkap peran media sosial di Indonesia untuk kegiatan bisnis dengan mengetahui faktor-faktor yang dapat mempengaruhi pengikut atau fans media sosial menjadi pembeli. Dengan mensurvei pengguna media sosial, 546 data dikumpulkan dari pengusaha media sosial dan pembeli media sosial. Analisis data menunjukkan ada cukup bukti bahwa media sosial telah digunakan untuk berbisnis. Frekuensi penggunaan media sosial memiliki hubungan yang kuat dengan pengguna yang menggunakan media sosial untuk membeli produk atau melakukan bisnis. Kaum muda, seperti mahasiswa, cenderung menggunakan media sosial untuk berbisnis melebihi mereka yang memiliki tingkat pendidikan yang lebih tinggi yang mungkin sudah memiliki pekerjaan tetap. Analisis regresi berganda telah menghasilkan model penggunaan media sosial untuk berbisnis yang memperlihatkan lima faktor utama yang mempengaruhi kepuasan dan kinerja berbisnis di media sosial.
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Copyright (c) 2023 Firdha Razak, Asriana Abdullah, Herman Alimuddin
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