Pengaruh Social Media, Kemasan, Dan Kualitas Produk Terhadap Resiliensi UMKM Dengan Kinerja Penjualan Sebagai Variabel Mediasi

Febrianti, Bella and , Kussudyarsana, S.E., M.Si., Ph.D. (2022) Pengaruh Social Media, Kemasan, Dan Kualitas Produk Terhadap Resiliensi UMKM Dengan Kinerja Penjualan Sebagai Variabel Mediasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of social media, packaging, and product quality on MSME resilience with sales performance as a mediating variable. The population of this research is MSMEs in the Soloraya area and the sample in this study is 120 respondents. The type of data used in this study is primary data. Data collection method using closed questionnaire and processed using Partial Least Square (PLS) analysis tool with SmartPLS 3.0 software. The results of this study indicate that social media has a positive and significant effect on sales performance. Packaging has a negative and insignificant effect on sales performance. Product quality has a positive and significant effect on sales performance. Sales performance mediates the relationship between social media, packaging, and product quality on MSME resilience, only the relationship between packaging variables and MSME resilience cannot be mediated by sales performance

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Social Media, Packaging, Product Quality, MSME Resilience, Sales Performance, and MSME Soloraya
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	BELLA FEBRIANTI
Date Deposited:	16 Jul 2022 06:11
Last Modified:	16 Jul 2022 06:11
URI:	http://eprints.ums.ac.id/id/eprint/101343

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