PENGARUH MEDIA SOSIAL DAN E-COMMERCE TERHADAP PERKEMBANGAN USAHA MANDIRI GENERASI Z DI KABUPATEN PAMEKASAN

Abstrak

Perkembangan teknologi digital mendorong meningkatnya pemanfaatan media sosial dan e-commerce sebagai sarana pemasaran dan transaksi bagi pelaku usaha, termasuk Generasi Z di daerah kabupaten. Kabupaten Pamekasan sebagai salah satu pusat pertumbuhan UMKM di Madura juga didorong pemerintah daerah untuk mengadopsi pemasaran digital melalui berbagai program pelatihan dan pengembangan sistem pemasaran daring. Penelitian ini bertujuan untuk menganalisis pengaruh media sosial dan e-commerce terhadap perkembangan usaha mandiri Generasi Z di Kabupaten Pamekasan, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Populasi adalah pelaku usaha mandiri Generasi Z berusia 18–27 tahun di Kabupaten Pamekasan yang memanfaatkan media sosial dan/atau e-commerce. Sampel sebanyak 120 responden diperoleh melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis dengan regresi linear berganda, didahului uji validitas, reliabilitas, dan uji asumsi klasik. Hasil penelitian menunjukkan bahwa media sosial dan e-commerce berpengaruh positif dan signifikan terhadap perkembangan usaha mandiri secara parsial maupun simultan. Nilai koefisien determinasi (R²) sebesar 0,568 menunjukkan bahwa 56,8% variasi perkembangan usaha mandiri Generasi Z di Pamekasan dijelaskan oleh penggunaan media sosial dan e-commerce, sementara sisanya dipengaruhi faktor lain di luar model. Temuan ini menegaskan pentingnya penguatan kompetensi pemasaran digital dan pengelolaan platform e-commerce di kalangan wirausaha muda.

The rapid development of digital technology has encouraged the use of social media and e-commerce as key platforms for marketing and transactions, including among Generation Z in regional areas. Pamekasan Regency, as one of the centers of MSME growth in Madura, has been encouraged by the local government to adopt digital marketing through various training programs and the development of online marketing systems.  This study aims to analyze the effect of social media and e-commerce on the development of Generation Z independent businesses in Pamekasan Regency, both partially and simultaneously. The research employed a quantitative associative approach. The population consisted of Generation Z independent entrepreneurs aged 18–27 years in Pamekasan who use social media and/or e-commerce. A total of 120 respondents were selected using purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression, preceded by validity, reliability, and classical assumption tests. The results indicate that social media and e-commerce each have a positive and significant effect on the development of independent businesses, both partially and simultaneously. The coefficient of determination (R²) of 0.568 suggests that 56.8% of the variation in Generation Z business development in Pamekasan is explained by social media and e-commerce usage, while the remaining variance is influenced by other factors outside the model. These findings highlight the importance of strengthening digital marketing competencies and e-commerce platform management among young entrepreneurs.