PENGARUH PENGGUNAAN MEDIA SOSIAL DAN INOVASI PRODUK TERHADAP PERKEMBANGAN USAHA MIKRO KECIL DAN MENENGAH (Studi Kasus Pada Pengusaha Perempuan Di Desa Penggalangan)

The aim of this research is to examine the influence of (1) the use of social media on the development of UMKM (2) product innovation on the development of UMKM (3) the simultaneous use of social media and product innovation on the development of UMKM. This research uses a quantitative research approach. The population in this study was 189 female entrepreneurs in Penggalangan Village. With a sample of 65 MUMKM actors. The sampling technique uses incidental sampling technique. Data collection methods use observation, questionnaires and documentation. Analysis tools: instrument test, classical assumption test, multiple linear regression analysis, t test and f test using SPSS version 25 tools. The results of this research show that the use of social media has an effect on the development of UMKM, product innovation has no effect on the development of UMKM and based on simultaneous results that the use of social media and product innovation influence the development of UMKM.