Peran Penggunaan Media Sosial Terhadap Kinerja UMKM : Suatu Kajian Literatur Sistematik

  • M.Syamsul Hidayat Universitas Islam Majapahit
  • Kasnowo Kasnowo Universitas Islam Majapahit
  • Eny Setyariningsih Universitas Islam Majapahit


In the current business development that is growing, it is necessary for companies (UMKIM) to always carry out strategies in order to win the competition and ultimately improve their business performance. Social Media. There are many discussions with different results regarding social media and its impact on MSME performance. Therefore, this article aims to provide a clearer understanding of the influence of social media on MSME performance by conducting a systematic literature review of 10 publications published relevant from 2018 to 2022. The results of the analysis identify that in general social media has an influence on MSME performance in various countries.

Keywords: Social Media, MSMEs, Systematic literature review.


Ahmad, S. Z., Abu Bakar, A. R., & Ahmad, N. (2019). Social media adoption and its impact on firm performance: the case of the UAE. International Journal of Entrepreneurial Behaviour and Research, 25(1).
Ainin, S. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management and Data Systems, 115(3), 570–588.
Alraja, M. N., Khan, S. F., Khashab, B., & Aldaas, R. (2020). Does Facebook Commerce Enhance SMEs Performance? A Structural Equation Analysis of Omani SMEs. SAGE Open, 10(1).
AlSharji, A., Ahmad, S. Z., & Abu Bakar, A. R. (2018). Understanding social media adoption in SMEs: Empirical evidence from the United Arab Emirates. Journal of Entrepreneurship in Emerging Economies, 10(2), 302–328.
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53 (February).
Dolega, L. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services.
Fraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2021). The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs. International Business Review, 30(4).
Odoom, R., Anning-Dorson, T., & Acheampong, G. (2017). Antecedents of social media usage and performance benefits in small- and medium-sized enterprises (SMEs). Journal of Enterprise Information Management, 30(3).
Papa, A., Santoro, G., Tirabeni, L., & Monge, F. (2018). Social media as tool for facilitating knowledge creation and innovation in small and medium enterprises. Baltic Journal of Management, 13(3), 329–344.
Pérez-González, D. (2017). Social Media Technologies’ Use for the Competitive Information and Knowledge Sharing, and Its Effects on Industrial SMEs’ Innovation. Information Systems Management, 34(3), 291–301.
Rienda, L., Ruiz-Fernández, L., & Carey, L. (2021). Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs. Journal of Fashion Marketing and Management, 25(1), 117–132.
Scuotto, V. (2017). The effect of social networking sites and absorptive capacity on SMES’ innovation performance. Journal of Technology Transfer, 42(2), 409–424.
Zhang, F., & Zhu, L. (2021). Social media strategic capability, organizational unlearning, and disruptive innovation of SMEs: The moderating roles of TMT heterogeneity and environmental dynamism. Journal of Business Research, 133(May 2020), 183–193.
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