Social Media Adoption on SMEs in Indonesia: TOE Model

Sugandini, Dyah and Effendi, Mohamad Irhas and Istanto, Yuni and Arundati, Rahajeng (2022) Social Media Adoption on SMEs in Indonesia: TOE Model. International Conference on Business and Technology. pp. 793-804. ISSN -

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Abstract

Abstract SMEs are very much affected by the current pandemic. Social media is
believed to be needed by SMEs to improve performance. This study analyzes the
marketing performance of SMEs, which are influenced by SM adoption. The performance of SMEs can be predicted from the availability of technology, management
support, competition, convenience, and perceived usefulness. All of these variables
make it easier for SMEs to adopt SM. The data in this study were 300 SMEs consisting
of handicraft, tourism, and general trading. The research location is in the Special
Region of Yogyakarta. Analysis of the data using a structural model with the help
of the PLS-SEM program. The results show that the SME performance model with
antecedents of SM adoption is acceptable. This study analyzes the adoption of SM
with three categories of SMEs namely crafts, tourism and general trade in one model,
which has never been done by other researchers. In addition, the condition of SMEs
in Yogyakarta has a uniqueness that is different from SMEs in the world related to
the absence of good management implementation in managing their business.
Keywords Technology · Organizational · Environment · Complexity · PU · Adoption · SMEs performance

Item Type:	Article
Uncontrolled Keywords:	Technology · Organizational · Environment · Complexity · PU · Adoption · SMEs performance
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User:	Dr.SE.MSi Dyah Sugandini
Date Deposited:	09 May 2023 05:20
Last Modified:	09 May 2023 05:28
URI:	http://eprints.upnyk.ac.id/id/eprint/35082

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