Pertumbuhan Bisnis Online Mahasiswa Melalui Sosial Media pada Masa Pandemi Covid-19

Agus Supriyanto

Abstract


Penelitian ini bertujuan untuk mengetahui faktor yang mempengaruhi pertumbuhan bisnis online pada masa pandemi covid-19. Responden penelitian adalah pelaku bisnis online yang berjumlah 200 mahasiswa muslim pada perguruan tinggi di Kudus.

 

Teknik pengambilan sampel menggunakan Non Probability Sampling dengan metode Convinience Sampling. Teknik analisis data menggunakan, Structural Equation Modeling dengan bantuan AMOS 21.0. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara manajemen hubungan pelanggan, akses pasar dan inovasi terhadap pertumbuhan bisnis online yang dijalankan mahasiswa muslim di Kudus. Penetapan harga produk tidak berdampak bagi pertumbuhan bisnis online karena akan memicu pelaku bisnis untuk saling perang harga.

 

Implikasi manajerial penelitian ini adalah bahwa pelaku bisnis online perlu untuk memperhatikan pelanggan dengan melakukan manajemen hubungan pelanggan yang baik, meningkatkan akses pasar dan melakukan inovasi terhadap produk dan layanan karena akan berdampak pada pertumbuhan  bisnis.

 


Keywords


Manajemen Hubungan Pelanggan, Akses Pasar, Harga Produk, Pertumbuhan Bisnis Online.

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DOI: https://doi.org/10.24256/kharaj.v3i2.2386

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