Pengaruh Penggunaan Media Sosial Facebook dalam Strategi Peningkatan Penjualan UMKM Griya Grosir

Abstract

The swift advancement of digital technology has prompted entrepreneurs to capitalize on social media as a promotional tool. Facebook stands out as a viable avenue for MSMEs given its extensive and devoted user demographic. Nonetheless, a disparity persists between the theoretical capacity of digital promotion and its actual execution, as numerous MSMEs have yet to optimize social media to substantially boost revenue. This investigation seeks to examine the impact of Facebook social media utilization on revenue growth at UMKM Griya Grosir, situated in Kampung Bina Bumi, Meraksa Aji District, Tulang Bawang Regency, Lampung Province. The employed research design is a quantitative approach featuring descriptive and associative characteristics. The study population comprises 30 data units encompassing revenue records, Facebook engagements, and repeat buyers, thereby designating the entire population as the analytical unit. Information was gathered via surveys, dialogues, record analysis, and direct inspection, subsequently examined through validity assessments, dependability evaluations, traditional assumption verifications, straightforward linear regression modeling, and hypothesis validation utilizing SPSS version 25. The outcomes demonstrate that Facebook social media utilization exerts a favorable and noteworthy impact on revenue growth at UMKM Griya Grosir. This is corroborated by a significance level of 0.000 (< 0.05), a determination coefficient (R²) of 0.733 or 73.3%, and a regression formula of Y = 12.456 + 0.589X. Aggregate revenue surged from 900 units to 1,920 units, reflecting a 113.33% escalation. This discovery validates that steady Facebook engagement, reinforced by content excellence, publishing regularity, and consumer engagement, can propel tangible revenue expansion for MSMEs. This investigation is anticipated to function as a strategic blueprint for MSME proprietors in cultivating more potent and enduring digital promotion.