Abstract

This study is intended to determine how the influence of Social Media Facebook (XI), Instagram (X2), and WhatsApp on the dependent variable, namely the increase in sales of drink MSMEs in Mataram City (Y) both partially and simultaneously. This type of research is quantitative research using an associative approach. The population in this research is drink MSME players in Mataram City. However, the number of MSME players is very large, so the authors took a sample of 40 beverage MSME players as respondents through questionnaires. The sampling method is to use non-probability sampling with purposive sampling method. The results of this study indicate that Social Media Facebook (XI), Instagram (X2), and WhatsApp partially have a positive effect on increasing sales of drink MSMEs in Mataram City, each variable has a Sign value < 0.05 and tcount > t table. While together (Simultaneously) the three independent variables have a positive influence on increasing sales of drink MSMEs in Mataram City with a sign value < 0.05 and fcount > ftable. In addition, the WhatsApp variable (X3) is the variable that has the most prominent influence among all independent variables because it has the lowest significant value of 0.001.

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