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Abstract
Kemajuan teknologi mendorong perubahan dalam berbisnis yang ditandai dengan masifnya penerapan media sosial oleh para pelaku UMKM di Indonesia. Penelitian ini dilakukan untuk mengetahui pengaruh variabel interaktivitas, orientasi kewirausahaan, dan tekanan institusional dalam penggunaan media sosial dan dampaknya ke kinerja UMKM. Penelitian ini dilakukan menggunakan teknik purposive sampling dan metode survei dengan item kuesioner tertutup yang dilaksanakan di Daerah Istimewa Yogyakarta (DIY), Magelang, dan Klaten sehingga diperoleh 110 dengan 100 responden yang memenuhi kriteria kuesioner. Penelitian diuji dengan metode PLS-SEM (Partial Least Square-SEM) menggunakan aplikasi SmartPLS versi 3.3.7. Hasil dari penelitian ini menunjukkan bahwa variabel interaktivitas, orientasi kewirausahaan, dan tekanan institusional memberikan pengaruh positif terhadap penggunaan media sosial. Selanjutnya, penggunaan media sosial juga memberikan pengaruh positif terhadap kinerja UMKM. Hasil dari penelitian ini dapat dipakai oleh para pelaku UMKM sebagai rujukan dalam mengembangkan dan memajukan bisnis yang dijalani dengan mempertimbangkan pengaruh interaktivitas, orientasi kewirausahaan, dan tekanan institusional saat menggunakan media sosial serta dapat menguraikan manfaat kinerja yang diperoleh.
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Copyright (c) 2022 Muhammad Rayhan Azka Fadhila, Baziedy Aditya Darmawan
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References
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- Colton, D. A., Roth, M. S. and Bearden, W. O. (2010). Drivers of International E-Tail Performance: The Complexities of Orientations and Resources. Journal of International Marketing, 18(1), pp. 1-22.
- DiMaggio, P. J. and Powell, W. W. (1983). The iron cage revisited: institutional isomorphism and collective rationality in organisational fields. American Sociological Review, 48(2), pp. 147-160.
- Ferdinand, A. T. (2004). Strategic Selling-In Management: Sebuah Pendekatan Permodelan Strategi. Research Paper Series, Universitas Diponegoro, Semarang.
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- Henseler, J., Ringle, C. and Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), pp. 115-135.
- Kent, M. L. and Saffer, A. J. (2014). A delphi study of the future of new technology research in public relations. Public Relation Review, 40(3), pp. 568-576.
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- Lee, Y. and Kozar, K. A. (2009). Designing Usable online stores: a landscape preference perspective. Information & Management, 46(1), pp. 31-41.
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- Michaelidou, N., Siamagka, N. T. and Christodoulides, G. (2011). Usage, Barriers and Measurement of Social Media Marketing: An Exploratory Investigation of Small And Medium B2B Brands. Industrial Marketing Management, 40(7), p. 1153–1159.
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References
Apigian, C. H., Ragu-Nathan, B. S., Ragu-Nathan, T. S. and Kunnathur, A. (2005). Internet technology: the strategic imperative. Journal of Electronic Commerce Research, 6(2), pp. 123.
Colton, D. A., Roth, M. S. and Bearden, W. O. (2010). Drivers of International E-Tail Performance: The Complexities of Orientations and Resources. Journal of International Marketing, 18(1), pp. 1-22.
DiMaggio, P. J. and Powell, W. W. (1983). The iron cage revisited: institutional isomorphism and collective rationality in organisational fields. American Sociological Review, 48(2), pp. 147-160.
Ferdinand, A. T. (2004). Strategic Selling-In Management: Sebuah Pendekatan Permodelan Strategi. Research Paper Series, Universitas Diponegoro, Semarang.
Ghozali, I. and Latan, H. (2015). Partial Least Squares Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.0. 2nd penyunt. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J., Hult, G., Ringle, C. and Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) 2nd Ed. Thousand Oaks: SAGE.
Henseler, J., Ringle, C. and Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), pp. 115-135.
Kent, M. L. and Saffer, A. J. (2014). A delphi study of the future of new technology research in public relations. Public Relation Review, 40(3), pp. 568-576.
Ke, W., Liu, H., Wei, K. K., Gu, J., and Chen, H. (2009). How do mediated and non-mediated power affect electronic supply chain management system adoption? The mediating effects of trust and institutional pressures. Decision Support Systems, 46(4), pp. 839-851.
Lane, P. R. and Milesi-Ferretti, G. M. (2017). International Financial Integration in the Aftermath of the Global Financial Crisis. IMF Working Papers, 17(115), pp.1-53.
Lee, Y. and Kozar, K. A. (2009). Designing Usable online stores: a landscape preference perspective. Information & Management, 46(1), pp. 31-41.
Liang, H., Saraf, N., Hu, Q. and Xue, Y. (2007). Assimilation of Enterprise Systems: The Effect of Institutional Pressures and the Mediating Role of Top Management. MIS Quarterly, 31(1), pp. 59-87.
Liu, Y. and Shrum, L. J. (2002). What Is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Advertising, 31(4), pp. 53-64.
Lumpkin, G. T. and Dess, G. G. (1996). Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, 21(1), pp. 135-172.
Michaelidou, N., Siamagka, N. T. and Christodoulides, G. (2011). Usage, Barriers and Measurement of Social Media Marketing: An Exploratory Investigation of Small And Medium B2B Brands. Industrial Marketing Management, 40(7), p. 1153–1159.
Moeheriono. (2012). Pengukuran Kinerja Berbasis Kompetensi. Jakarta: PT Raja Grafindo Persada.
Paridon, T. J. and Carraher, S. M. (2009). Entrepreneurial Marketing: Customer Shopping Value and Patronage Behavior. The Journal of Applied Management and Entrepreneurship, 14(2), pp. 3-28.
Parveen, F., Jaafar, N. I. and Ainin, S. (2016). Social media’s impact on organizational performance and entrepreneurial orientation in organizations. Management Decision, 54(9), p. 2208–2234.
Roy, S. K. (2009). Internet uses and gratifications: A survey in the Indian context. Computers in Human Behavior, 25(4), p. 878–886.
Sakti, T. E., and Darmawan, B. A. (2022). Peran Organisasi dan Lingkungan dalam Adopsi Media Sosial dan Dampaknya Bagi Kinerja UMK di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(1), pp. 208-221.
Shuai, W. W. and Wu, W. W. (2011). Evaluating the influence of E-marketing on hotel performance by DEA and grey entropy. Expert Systems with Applications, 38(7), pp. 8763-8769.
Stone, R. W., Good, D. J. and Baker-Eveleth, L. (2007). The impact of information technology on individual and firm marketing performance. Behaviour & Information Technology, 26(6), pp. 465-482.
Tajudeen, F. P., Jaafar, N. I. and Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information & Management, 55(3), pp. 308-321.
Teo, H. H., Wei, K. K. and Benbasat, I. (2003). Predicting Intention to Adopt Interorganizational Linkages: An Institutional Perspective. MIS Quarterly, 27(1), pp. 19-49.
Urban, B. (2010). Technology and entrepreneurial orientation at the organisational level in the Johannesburg area. SA Journal of Human Resource Management, 8(1), pp. 1-9.
Walsh, M. and Lipinski, J. (2009). The role of the marketing function in small and medium sized enterprises. Journal of Small Business and Enterprise Development, 16(4), pp. 569–585.
Wiklund, J. and Shepherd, D. (2003). Knowledge-based resources, entrepreneurial orientation and the performance of small and medium sized businesses. Strategic Management Journal, 24(13), pp. 1307-1314.