THE INFLUENCE OF SOCIAL MEDIA USAGE ON THE PERCIEVED BUSINESS VALUE AND ITS IMPACT ON BUSINESS PERFORMANCE OF SILVER CRAFT SMES IN CELUK VILLAGE, GIANYAR - BALI

This research aims to determine the role of perceived business value in mediating the influence of social media usage on the performance of Silver Craft SMEs in Celuk Village, Gianyar Regency. The sample in this research is determined using the purposive sampling method and the total sample is 100 respondents. The data analysis techniques used in this research are the confirmatory factor analysis, the Path Analysis technique, and the Sobel test to test the hypothesis regarding the mediation role. The result of this research shows that the usage of social media and perceived business value have a significant and positive influence on business performance. Additionally, perceived business value is also able to significantly mediate the influence of social media usage on business performance. This result affirms that a good usage of social media can increase the perceived business value felt by the silver craft SMEs, which will also have an effect on the increase in business performance.