jbm@fe.unpad.ac.id
Akuat Supriyanto:

I believe that you would serve as an excellent reviewer of the manuscript, "HOW USAGE DECISIONS MEDIATE THE INFLUENCE OF SOCIAL MEDIA ON THE MSMES PERFORMANCE," which has been submitted to Jurnal Bisnis dan Manajemen. The submission's abstract is inserted below, and I hope that you will consider undertaking this important task for us.

Please log into the journal web site by 2022-03-14 to indicate whether you will undertake the review or not, as well as to access the submission and to record your review and recommendation.

The review itself is due 2022-03-21.

Submission URL: http://journal.feb.unpad.ac.id/index.php/jbm/reviewer/submission/126?key=ACCESS_KEY

Thank you for considering this request.

Deru R Indika
SCOPUS ID: 57215771343, Universitas Padjadjaran
deru.indika@unpad.ac.id



"HOW USAGE DECISIONS MEDIATE THE INFLUENCE OF SOCIAL MEDIA ON THE MSMES PERFORMANCE"

Abstract
Besides getting many benefits, social media can also provide challenges to MSME, one of which is that not all types of social media can fit their business model. MSMEs need to be careful in their use because the essence of social media is to improve MSME performance. This study aims to figure how the MSMEs' usage decisions mediate the influence of social media on their performance. The descriptive approach is used to describe the response of MSMEs about social media, usage decision, and performance of MSMEs; meanwhile, the verification approach is used to find out how the partial and simultaneous influence of social media on MSME performance through the mediation of usage decision. This study involved 343 MSMEs engaged in the F&B industry in West Java as a sample. Questionnaires and interviews were used as research instruments, and then the data were analyzed using the Path Analysis technique. This study found that partially 1) there is a significant influence of social media on usage decisions; 2) there is a significant influence of the use decision on the performance of MSMEs; and simultaneously 3) there is a significant influence of social media through the usage decisions on the performance of MSMEs. Thus, this study concludes that the performance of MSMEs can increase when MSMEs can comprehend the usage decisions in implementing social media. Further research suggests developing a path analysis model by adding exogenous variables such as celebrity endorsements, content marketing, or storytelling marketing.
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Jurnal Bisnis dan Manajemen
http://journal.feb.unpad.ac.id/index.php/jbm