ABSTRACT

Delvin Axel Nehemiah (2023). Effect of Social Media Marketing and Product Innovation on the Performance of MSMEs at Restaurants in East Banjarmasin Advisor: Dr. Hastin Umi Anisah, SE, MM.

This study aims to examine and analyze the effect of social media marketing and product innovation on the performance of MSMEs. The independent variables are social media marketing and product innovation. The dependent variable utilized in this study is business performance.

The population in this study are business owners or representatives at the MSME restaurant in East Banjarmasin. Tests were taken utilizing the strategy of nonprobability examining. This study uses primary data by direct observation and dispersion of surveys. The data investigation procedure uses Partial Least Square.

The results of this study indicate that there is a strong influence of the social media marketing variable on business performance at the MSME restaurants in East Banjarmasin and the product innovation variable has a low influence on the business performance at the MSME restaurants in East Banjarmasin

Keywords: Social Media Marketing, Product Innovation, Business Performance