TRANSFORMATION OF REAL SECTOR GOVERNANCE ORIENTATION OF JOINT BUSINESS AND TRANSFER OF SOCIAL MEDIA TECHNOLOGY ON THE PERFORMANCE OF MICRO SMALL AND MEDIUM ENTERPRISES CULINARY IMPACT OF THE COVID-19 PANDEMIC IN SOUTH SULAWESI INDONESIA

Abstract

The focus of this research aims to determine the transformation of governance in the real joint business sector and social media technology transfer on the performance of culinary businesses after the Covid-19 pandemic in South Sulawesi under the guidance of the South Sulawesi Cooperatives and Small Business Service and the influence of social media as a moderating variable in the relationship between joint business and technology transfer. Socialinformation on the performance of Micro, Small and Medium Enterprises in the real sector. Research data was obtained from 350 respondents who were Micro, Small and Medium Enterprises assisted by the South Sulawesi Cooperatives and Small Business Service in 2023. The research was carried out by distributing questionnaires via Google Forms and the data was processed using Partial Least Square (PLS). The research results show that the transformation of governance in the real (culinary) sector, orientation towards joint business and technology transfer on social media, has an influence on business performance in the culinary sector after the impact of the Covid-19 pandemic. In this research, it was also found that technology transfer for digital marketing in the social media variable did not moderate the relationship between customer orientation and the performance of Micro, Small and Medium Enterprises during the post-Covid-19 pandemic period.