THE USE OF SOCIAL MEDIA FOR BUSINESS PERFORMANCE THROUGH DIGITAL CREATIVITY

Adi Putra; Deka Veronica; Yorina Yorina A'guna Bansa; Asrini Asrini

doi:10.32815/ecosia.vi.9

Adi Putra Universitas Muhammadiyah Jambi
Deka Veronica Universitas Muhammadiyah Jambi
Yorina Yorina A'guna Bansa Universitas Muhammadiyah Jambi
Asrini Asrini Universitas Muhammadiyah Jambi

DOI: https://doi.org/10.32815/ecosia.vi.9

Keywords: Sosial Media, Digital Creativity, Business Performance, COVID-19

Abstract

The impact of the COVID-19 pandemic has been felt by micro, small, and medium enterprises in food and beverage products in Jambi City. The pandemic caused a decline in income and community welfare as well as regional economic growth. To avoid the negative effects of an even greater pandemic, by using digital technology, in the current digital 4.0, is developing very rapidly. Seeing the prolonged COVID-19 phenomenon, researchers are interested in examining whether the importance of using social media affects the performance of food and beverage small and medium enterprises in Jambi City with digital creativity as an intervening. The results of the Path Analysis found that the importance of using social media did not have a significant effect on digital creativity, then digital creativity had a significant effect on the performance of MSMEs and interests, the use of Social Media did not significantly affect the performance of MSMEs. Analysis of the indirect effect found a z value of -1.343, and smaller than 1.96, it means that digital creativity does not mediate the influence between the interests of using social media on the performance of MSMEs for Food and beverage products in Jambi City in the era of the COVID-19 pandemic.

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