STRATEGI USER-GENERATED CONTENT DAN TEKNOLOGI INFORMASI TERHADAP PENINGKATAN PENJUALAN DENGAN PEMODERASI MANAJEMEN KINERJA PADA UMKM DI KOTA MEDAN

This study aims to determine and analyse the effect of user-generated content and information technology on sales growth, with performance management as a moderating variable, in MSMEs in Medan City. The technique used in this study is purposive sampling. The sample size was 100 UMKM in Medan City. The type of research conducted was causal associative research. The data analysis method used was Partial Least Square Structure Equation Modelling with a two-stage test approach using SmartPLS software. The results showed that user-generated content had an effect on increasing sales, while the information technology variable had no effect on increasing sales in MSMEs in Medan City. The moderation results indicate that sales improvement management is unable to moderate the variables of user-generated content and information technology on sales growth in MSMEs in Medan City. The R-Square result is 22.4%, meaning that user-generated content and information technology account for 22.4%, while the remaining 77.6% is explained by other variables not examined in this study.