BAGAIMANA ADOPSI MEDIA SOSIAL MENINGKATKAN KINERJA USAHA KECIL DAN MENENGAH: ANALISIS BIBLIOMETRIK 2013-2023

Nizar Fauzan

doi:10.29313/performa.v20i2.3072

Authors

Nizar Fauzan Universitas Islam Bandung

DOI:

https://doi.org/10.29313/performa.v20i2.3072

Keywords:

Media Sosial, UMK Performa, Bibliometric Analisis

Abstract

Studi ini menyelidiki dampak pemasaran media sosial terhadap kinerja usaha kecil dan menengah (UKM) di pasar negara berkembang. Fenomena media sosial menghadirkan konteks unik untuk mengkaji pertumbuhan UKM. Kumpulan kata kunci lengkap telah disiapkan dari indeks Scopus untuk fokus pada Media Sosial dan kinerja UKM. Kemudian, penyaringan database menjadi sampel terakhir antara tahun 2013 dan 2023, satu dekade dari Scopus. VOSviewer digunakan untuk menguji pendekatan bibliometrik. Temuan penelitian ini menunjukkan bagaimana Media Sosial mempengaruhi kinerja UKM. Jurnal, negara, dan afiliasi teratas diakui sebagai publikasi yang diterbitkan pada tahun 2020. Bibliometrik tetap terbatas pada data Scopus selama satu dekade pada tanggal 21 November 2023—kriteria pemilihan didasarkan pada data empiris. Oleh karena itu, penelitian ini memberikan wawasan kepada para peneliti tentang pengembangan media sosial untuk memperluas jaringan media sosial bagi UKM. Kontribusi dalam pendekatan penelitian ini sangat mendesak. Pengungkapan ini memberikan metode media sosial yang komprehensif bagi UKM dalam implikasi sosialnya. Penelitian ini berkaitan dengan bibliometrik dan penting untuk manajerial dan teoritis.

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