PENGARUH MODAL PRIBADI, HARGA DAN SOSIAL MEDIA TERHADAP PENDAPATAN UMKM

Abstract

This research aimed to find out the effect of personal capital, price, and social media on UMKM revenue. This research used a quantitative method. Furthermore, the sample collection technique used the purposive sampling research method with the samples were 40 respondents from micro-business of a restaurant at Sidoarjo district. Moreover, the analysis method of this research used multiple linear regressions analysis. The result of this research hypothesis test showed that the personal capital variable had a positive and significant effect, it meant that the higher the capital used in running a business, it was possible could get the higher income as well. Furthermore, the social media variable had a positive and significant effect on the UMKM's revenue, it meant that those UMKM were active in promoting their business in social media therefore the more customers know their provided product for them. In addition, the price variable did not have any significant effect on UMKM's revenue. This happened because the price was not a barrier when people want to buy something they need and want.
Keywords: UMKM income, personal capital, price, social media