PENGARUH PENGEMBANGAN SUMBER DAYA MANUSIA DAN PEMANFAATAN MEDIA SOSIAL TERHADAP KINERJA UMKM PADA ERA DIGITAL DI KABUPATEN SUKABUMI (STUDI KASUS CV KARYA WINAZAR)

This study aims to analyze the impact of developing human resources and using social media on the performance of CV Karya Winazar's Micro, Small and Medium Enterprises (UMKM) in the digital era. The research sample consisted of 70 employees who worked at CV Karya Winazar. The method used in this study is a quantitative approach using multiple linear regression analysis. The collected data were analyzed using the statistical software SPSS version 26. The results of this study indicate that human resource development has a significant influence on the performance of UMKM CV Karya Winazar. In addition, the use of social media also has a significant influence on the performance of UMKM CV Karya Winazar. Through simultaneous testing, it was found that the development of human resources and the use of social media together had a significant influence on the performance of UMKM CV Karya Winazar. Based on these findings, it can be concluded that the hypothesis proposed in this study can be accepted. This research makes an important contribution in understanding how the development of human resources and the use of social media can help improve the performance of MSMEs in the digital era. These results can provide guidance for MSME owners and managers to take more effective steps in optimizing the use of human resources and social media to increase their competitiveness and business performance in the midst of a changing business environment that continues to evolve.

Keywords: Development of Human Resources, Utilization of Social Media, and MSME Performance