Year: 2025 | Month: January | Volume: 12 | Issue: 1 | Pages: 442-453
DOI: https://doi.org/10.52403/ijrr.20250152
Analysis of the Use of Social Media on the Performance of Micro, Small and Medium Enterprises Sector in North Sumatra: Perspectives Dynamic Capability Theory
Sri Cahyati1, Sambas Ade Kesuma2, Keulana Erwin3
1,2,3Department of Accounting, Faculty of Economic and Business, Universitas Sumatera Utara, Indonesia
Corresponding Author: Sri Cahyati
ABSTRACT
The objective of this research to determine the influence of social media on the performance of MSMEs in Bunut Seberang. With dynamic capabilities as an intervening variable. This study uses the theory of dynamic capabilities and using purposive sampling.
The sample is 121 respondents. The results of the study is social media use and of social media maintenance had a positive and significant effect on dynamic capabilities. Dynamic capabilities had a positive and significant effect on the performance of MSMEs in Bunut Seberang. The use of social media did not have a direct effect on the performance of MSMEs. Meanwhile, maintenance of social media had a positive and significant effect on the performance of MSMEs. The use of social media had a positive and significant effect on the performance of MSMEs through dynamic capabilities. Maintenance of social media had a positive and significant effect on the performance of MSMEs through dynamic capabilities.
Keywords: Social Media Usage, Social Media Maintenance, Dynamic capabilities, MSME Performance
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