Wahyudiono Wahyudiono, R. Agus Baktiono, Putu Artaya


This study aims to examine environmental changes in determining the value of social media and business growth and to examine social media in determining the value of business growth. This study is an explanative/associative research which is accompanied by hypothesis testing. The study was conducted at the creative industry center with a population of 265 creative industry players, a sample size of 53 respondents, purposive sampling method for data collection.

The results of path analysis show that environmental changes directly and significantly affect social media and business growth, as well as social media directly and significantly affects business growth in the creative industry sector. The results of this study mean that environmental changes and social media have a strategic role to explain how to leverage business growth to be more effective in the midst of the COVID-19 pandemic which is still not conducive, as well as proper use of social media, so business management becomes faster and more efficient so that it can leverage business growth for the better.


Tujuan penelitian ini ingin menguji perubahan lingkungan dalam menentukan nilai media sosial  dan pertumbuhan usaha serta menguji media sosial dalam menentukan nilai pertumbuhan usaha. Penelitian ini termasuk jenis penelitian ekplanatif/asosiatif yang disertai dengan pengujian hipotesis. Penelitian dilakukan pada sentra industri kreatif dengan populasi sebanyak 265 pelaku industri kreatif, sampel size sebanyak 53 responden, metode purposive sampling untuk pengambilan datanya.

Hasil Path analysis menunjukkan bahwa perubahan lingkungan secara langsung dan signifikan berpengaruh terhadap media sosial dan pertumbuhan usaha, demikian pula media sosial secara langsung dan signifikan berpengaruhi terhadap pertumbuhan usaha sektor industri kreatif. Hasil penelitian ini memberi makna bawah perubahan lingkungan dan media sosial memiliki peran strategis untuk menjelaskan bagaimana mengungkit pertumbuhan usaha menjadi semakin efektif ditengah pandemi covid 19 yang masih belum kondusif, demikian pula pemanfaatan media sosial secara layak, maka pengelolaan usaha  menjadi lebih cepat dan efisien sehingga mampu mengungkit pertumbuhan usaha menjadi semakin baik.


Perubahan; lingkungan; medsos; pertumbuhan; usaha.

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