EFEKTIITAS MEDIA SOSIAL DAN ANGGARAN BIAYA TERHADAP KINERJA BISNIS DI PERUSAHAAN DROPSHIP DI WILAYAH SURAKARTA DENGAN PEMASARAN BERBASIS OUTPUT SEBAGAI VARIABEL INTERVENING (Studi Perusahaan Dropship di Wilayah Surakarta)
DOI:
https://doi.org/10.29103/e-mabis.v21i2.500Keywords:
Media Sosial, Anggaran Biaya, Pemasaran Berbasis Output, Kinerja BisnisAbstract
Penelitian ini bertujuan mengetahui secara empiris dan menganalisis pengaruh media sosial dan anggaran biaya terhadap pemasaran berbasis output Perusahaan Dropship di wilayah Surakarta. Mengetahui secara empiris dan menganalisis pengaruh media sosial, anggaran biaya dan pemasaran berbasis output terhadap kinerja bisnis Perusahaan Dropship di wilayah Surakarta. Dalam penelitan ini yang menjadi populasi adalah Populasi dalam penelitian ini adalah Perusahaan Dropship di wilayah Surakarta yang tergabung pada komunitas toko online sejumlah 40 perusahaan. Jumlah sampel dalam penelitian ini berjumlah 40 responden. Teknik pengambilan sampel dengan menggunakan sampling jenuh atau sensus yaitu semua anggota populasi digunakan sebagai sampel. Hasil kesimpulan dalam penelitian ini adalah Media sosial berpengaruh positif dan signifikan terhadap pemasaran berbasis output. Anggaran biaya berpengaruh positif dan signifikan terhadap pemasaran berbasis output. Media sosial berpengaruh negatif dan tidak signifikan terhadap kinerja. Anggaran biaya berpengaruh positif dan signifikan terhadap kinerja. Pemasaran berbasis output berpengaruh positif dan signifikan terhadap kinerja. Dari analisis jalur diketahui jalur langsung anggaran biaya berpengaruh terhadap kinerja, merupakan jalur yang dominan atau efektif untuk meningkatkan kinerjaReferences
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