PENGARUH PENGGUNAAN MEDIA SOSIAL DAN FINANCIAL TECHNOLOGY TERHADAP PERKEMBANGAN UMKM DI KECAMATAN PACET

Abstract

This study analyzes the influence of social media use and financial technology on the development of Micro, Small, and Medium Enterprises (MSMEs) in Pacet District, Bandung Regency, both partially and simultaneously. This study uses a quantitative approach with a descriptive-verificative survey method. Primary data were collected through a questionnaire distributed to 63 respondents selected using non-probability purposive sampling, drawn from a population of 167 MSMEs in Pacet District that have used social media and financial technology. Data were analyzed using multiple linear regression, correlation analysis, the coefficient of determination, and hypothesis testing through t-test and F-test. The results show that social media use has a significant partial effect on MSME development, with a partial coefficient of determination of 37.0%. Financial technology also has a significant partial effect on MSME development, with a partial coefficient of determination of 15.3%. Simultaneously, social media use and financial technology have a significant effect on MSME development, with a coefficient of determination of 52.3%, while the remaining 47.7% is explained by other variables not examined in this study