EFEKTIVITAS PROMOSI PERSONAL SELLING DAN PROMOSI MEDIA SOSIAL TERHADAP KEBERHASILAN UMKM DI KABUPATEN LABUHAN BATU

CICI KASANDRA, NPM 2101100033 (2025) EFEKTIVITAS PROMOSI PERSONAL SELLING DAN PROMOSI MEDIA SOSIAL TERHADAP KEBERHASILAN UMKM DI KABUPATEN LABUHAN BATU. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (1). pp. 226-237. ISSN 2614-851X (e-ISSN)

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Abstract

Penelitian ini bertujuan untuk mengetahui efektivitas promosi personal selling dan promosi media sosial terhadap keberhasilan umkm di kabupaten labuhan batu. Populasi dalam peneltian ini yaitu seluruh pelaku usaha UMKM di Kabupaten Labuhanbatu. Jumlah sampel dalam penelitian ini sebanyak 100 responden. Analisis data dalam penelitian ini menggunakan program aplikasi SmartPLS. Hasil temuan penelitian ini menunjukkan : 1) Promosi personal selling (X1) berpengaruh signifikan terhadap keberhasilan UMKM (Y). 2) Promosi media sosial (X2) berpengaruh signifikan terhadap keberhasilan UMKM (Y). 3) Terdapat korelasi positif antara promosi personal selling dengan promosi media sosial. Kata Kunci : Promosi Personal Selling, Promosi Media Sosial, Keberhasilan UMKM =================================================================================================== This study aims to determine the effectiveness of personal selling promotion and social media promotion on the success of MSMEs in Labuhan Batu Regency. The population in this study is all MSME business actors in Labuhanbatu Regency. The number of samples in this study is 100 respondents. The data analysis in this study uses the SmartPLS application program. The findings of this study show: 1) Personal selling promotion (X1) has a significant effect on the success of MSMEs (Y). 2) Social media promotion (X2) has a significant effect on the success of MSMEs (Y). 3) There is a positive correlation between personal selling promotion and social media promotion. Keywords : Personal Selling Promotion, Social Media Promotion, UMKM Success

Item Type:	Article
Uncontrolled Keywords:	Promosi Personal Selling, Promosi Media Sosial, Keberhasilan UMKM ======================Personal Selling Promotion, Social Media Promotion, UMKM Success
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	18 Jun 2025 04:40
Last Modified:	18 Jun 2025 04:40
URI:	http://repository.ulb.ac.id/id/eprint/1489

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