Strategi Meningkatkan Profitabilitas Dengan Memakai Penjualan Berbasis Digital Pada Usaha Mikro Kecil Menengah (UMKM) Di Kota Medan

Abstract

The objective of this research is to examine the impact e-commerce on the association between social media strategy and profitability. This particular study employs a quantitative research methodology. The respondents are 40 owners of micro, small, and medium enterprises (MSMEs) engaging digital sales in Medan. Questionnaires and interviews were used to collect data. The findings indicate that implementing a Social Media Strategy has a statistically significant and positive impact on the profitability of Micro, Small, and Medium Enterprises (MSMEs) in Medan City. Additionally, using E-commerce platforms to facilitate digital sales can act as a moderating factor, enhancing the relationship between Social Media Strategy and profitability for MSMEs in Medan City. Therefore, it is anticipated that online business entities will employ tactics utilizing social media and e-commerce while also being responsive to technical advancements to modernize their online business systems. This approach ensures business entities stay caught up in adopting new technologies.