Keywords
efektivitas biaya
kepercayaan
interaktivitas
penggunaan media sosial
kinerja non-keuangan
How to Cite
Abstract
Penelitian ini bertujuan mengetahui hubungan faktor-faktor seperti kompatibilitas, efektivitas biaya, kepercayaan dan interaktivitas terhadap penggunaan media sosial oleh usaha kecil di kota Yogyakarta. Selain itu, dampak dari penggunaan media sosial terhadap kinerja non-keuangan juga diteliti. Populasi dalam penelitian ini adalah usaha kecil yang berada di Kota Yogyakarta dengan total jumlah sampel 159 responden. Pengumpulan data dilakukan dengan menggunakan kuisioner. Seluruh data responden di analisis menggunakan teknik analisis regresi berganda jalur menggunakan program IBM SPSS Statistics 25. Hasil analisis menunjukan bahwa kompatibilitas, efektivitas biaya, kepercayaan dan interaktivitas berpengaruh positif dan signifikan terhadap penggunaan media sosial. Dampak dari penggunaan media sosial juga berpengaruh positif dan signifikan terhadap kinerja non-keuangan.
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