Electronic Theses and Dissertation

Tujuan dalam penelitian ini adalah untuk mengetahui pengaruh media sosial terhadap kemajuan umkm kuliner di kecamatan baiturrahman kota banda aceh. metode yang digunakan adalah pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner pada responden. populasi sebanyak 565 pelaku umkm kuliner di kecamatan baiturrahman. teknik pengambilan sampel menggunakan purposive sampling sebanyak 85 responden. model analisis menggunakan ordinary least square (ols). hasil penelitian menunjukkan bahwa peran media sosial berpengaruh positif terhadap kemajuan umkm kuliner di kecamatan baiturrahman kota banda aceh. diharapkan pemerintahan kota banda aceh dapat lebih sering mengadakan event umkm kuliner setiap daerah yang dilakukan sebulan sekali sehingga pelaku umkm kuliner dapat mempromosikan usaha kulinernya. kata kunci: umkm, kuliner, media sosial

The purpose of this study was to determine the effect of the role of social media on the progress of culinary SMEs in Baiturrahman District, Banda Aceh City.This study uses a quantitative approach with a survey method by distributing questionnaires to respondents. The population is 565 culinary SMEs in Baiturrahman District. The sampling technique used purposive sampling as many as 85 respondents. The analysis model uses ordinary least squares (OLS). The results showed that the role of social media had a positive effect on the progress of culinary SMEs in Baiturrahman District, Banda Aceh City. It is hoped that the Banda Aceh City Government can hold culinary MSME events more often in each region which is carried out once a month so that culinary MSME actors can promote their culinary business. Keywords: SMEs, Culinary, Social Media