The Effect of Social Media Usage to the Nonfinancial Performance and Financial Performance of Small Medium Enterprises (SMEs) Kampung Batik Semarang

Abstract

Social media usage is one of the marketing strategy of small medium enterprise Kampung Batik Semarang to faces the ASEAN economic community (AEC). The purpose of this study is to know what the dominant social media often use to promotion, the influence factors of SMEs Kampung Batik Semarang used social media as a marketing strategy and then to measure the effect of social media usage to SMEs Kampung Batik Semarang performance, both of nonfinancial and financial performance. This study utilizes quantitative method research approach by applied qualitative research to gain preliminary research and conduct quantitative research to test the hypothesis. Preliminary research on February 2017, found that some SMEs Kampung Batik Semarang trust on using social media as marketing tools can push their strategy marketing.