Orientasi Strategi, Penggunaan Media Online – Media Sosial, dan Kinerja Bisnis Pada Masa Pandemi Covid 19

Setiawan, Antonius Singgih (2022) Orientasi Strategi, Penggunaan Media Online – Media Sosial, dan Kinerja Bisnis Pada Masa Pandemi Covid 19. Jurnal Manajemen, 26 (3). pp. 368-384. ISSN 1410-3583

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Abstract

Crisis situations such as the current Covid-19 pandemic have had a major impact on the management of MSME businesses in many places. The Covid-19 pandemic crisis has disrupted the steps of business people in running their business. For this reason, these MSME business actors have the right strategy in operating their business. Business success will be shown by increasing business performance from time to time. The use of online media – social media is considered by many to be the main impact of a business strategy orientation that focuses on competitive and innovative strategies. The final impact of using online media – social media is an increase in business performance. For this reason, this study aims to prove whether there is an influence between the orientation of the use of online media - social media, and prove the use of online media - social media on the business performance of MSMEs in the city of Palembang. Using a sample of 160 (80%) respondents of MSME entrepreneurs in the city of Palembang, and using Structural Equation Modeling (SEM) analysis of Partial Least Squares (PLS) using Warp PLS software version 5.0 to test the hypothesis. The results showed that the strategic orientation of MSME entrepreneurs in the city of Palembang had a positive effect on the use of online media - social media in their business activities. The research findings also show that the use of online media - social media has a positive effect on their business performance during the Covid-19 pandemic

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