Pengaruh Pemanfaatan Media Sosial dan Kreativitas Terhadap Modal Sosial Untuk Keberlanjutan Usaha Umkm Milenial
DOI:
https://doi.org/10.31004/jptam.v7i2.8842Keywords:
Media Sosial, Kreativitas, Modal Sosial, Keberlanjutan UsahaAbstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari pemanfaatan media sosial dan kreativitas, terhadap modal sosial untuk keberlanjutan usaha UMKM milenial di kecamatan mattiro sompe. Metode penelitian ini di kategorikan penelitian kuantitatif. Data dikumpulkan melalui observasi, koesioner atau angket, dan dokumentasi. Jumlah sampel pada penelitian ini adalah 100 orang yang kemudian pada analisis menggunakan deskriptif, uji validitas dan reabilitas, uji asumsi, uji asumsi klasik, analisis regresi berganda, uji hipotesis dan uji sobel. hasil penelitian ini menunjukkan bahwa: 1) Pemanfaatan media sosial pengaruh secara signifikan terhadap modal social 2) Kreativitas berpengaruh secara signifikan terhadap modal social 3) Pemanfaatan media sosial berpengaruh secara signifikan terhadap keberlanjutan usaha 4) Kreativitas berpengaruh secara signifikan terhadap keberlanjutan usaha 5) modal sosial berpengaruh secara signifikan terhadap keberlanjutan usaha 7) Keberlanjutan usaha signifikan memediasi pengaruh Pemanfaatan media sosial terhadap modal Sosial 7) Keberlanjutan usaha signifikan memediasi pengaruh Kreativitas terhadap modal sosial.
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