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Abstract

Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh Financial Knowledge terhadap Kinerja UMKM dengan Media Sosial sebagai variabel moderasi. Fokus penelitian ini adalah untuk melihat sejauh mana literasi keuangan dan pemanfaatan media sosial secara strategis dapat meningkatkan kinerja serta daya saing UMKM di Kota Ambon.


Metode penelitian: Penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan data yang diperoleh dari 100 UMKM yang terdaftar di Dinas Koperasi Kota Ambon. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan analisis data dilakukan dengan bantuan SPSS versi 29 untuk menguji hubungan antarvariabel dan peran moderasi media sosial.


Hasil dan pembahasan: Hasil penelitian menunjukkan bahwa Financial Knowledge berpengaruh positif dan signifikan terhadap Kinerja UMKM. Demikian pula, Media Sosial memiliki pengaruh positif terhadap peningkatan kinerja UMKM. Selain itu, media sosial terbukti memperkuat hubungan positif antara Financial Knowledge dan Kinerja UMKM, yang berarti penggunaannya mampu meningkatkan visibilitas usaha, akses pasar, serta efektivitas pengambilan keputusan bisnis.


Impilikasi: Penelitian ini menegaskan pentingnya peningkatan literasi keuangan dan kemampuan pemanfaatan media sosial bagi pelaku UMKM untuk mendorong pertumbuhan usaha yang berkelanjutan. Pemerintah dan lembaga keuangan diharapkan dapat mengembangkan program pelatihan terpadu yang menggabungkan manajemen keuangan dan strategi pemasaran digital.

Keywords

Financial Knowlegde Social Media MSME Performance

Article Details

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How to Cite
Bugis, S. V., Ferdinandus, S. J., & Loppies, L. S. (2025). Analisis Pengaruh Financial Knowledge Terhadap Kinerja UMKM dengan Media Sosial Sebagai Variabel Moderasi. Journal of Economics Review (JOER), 5(2), 94–109. https://doi.org/10.55098/joer.v5i2.96
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