IMPACT OF SOCIAL MEDIA USED TO CREATE STRATEGIES FOR EXPANDING OPPORTUNITIES AND EFFICIENCY IN SMALL AND MEDIUM ENTERPRISES.

Abstract

This research aims to study social media use of business people and the effect of social media on SMEs business run’s effectiveness by using Population Survey Research. Population used in the survey is 400 owner-managers or people who are authorized in decision making of social media use in their businesses. In this research, collected information was analyzed by using Descriptive Statistics, Percentage, Mean scores and Standard Deviation, Inference Statistics, Pearson Product Moment Correlation Coefficient. Research found that in Social Media use, main expectations of SMEs’ owner-managers are to create effective business both in sale and branding, along with, to build good long-term relationship between business and consumers. Despite all that, it takes time and constantly effort to maintain such good service; in accordance with the least agreed comment given in this research, with 3.88 mean scores, that social media has an influence on keeping permanent bond with consumers, furthermore, there is concern of how information on social media spreads rapidly and widely and hard to control, and this could be either good or harmful effect for business. On the other hand, research found that prompt response via social media is highly satisfied by consumers, with .731 mean scores and the level of statistical significance found at 0.05