The Influence of E-commerce and Social Media Utilization On The Performance of Processed Food MSME's

Zulhanif, Siti Aisyah (2026) The Influence of E-commerce and Social Media Utilization On The Performance of Processed Food MSME's. S1 thesis, Universitas Andalas.

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Abstract

The rapid development of digital technology has encouraged the use of e-commerce and social media as marketing tools for Micro Small Medium Enterprises (MSME’s). However, the number of processed food MSMEs in Padang City that utilize digital platforms remains relatively small compared to the total number of MSME’s. Therefore, this study aims to analyze the influence of e-commerce and social media utilization on the performance of processed food MSMEs in Padang City, with financial services as a moderating variable. This study employed a quantitative approach. Data were collected through questionnaires distributed to 103 MSME owners selected using the proportionate stratified random sampling technique. The data were analyzed using the Structural Equation Modeling Partial Least Squares (SEM-PLS) method. The results show that e-commerce use and social media use have a positive and significant effect on MSME performance in Padang City. However, financial services were not able to moderate these relationships because the utilization of e-commerce and the use of social media by MSME owners were limited to free services.

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