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13 June 2022
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22 June 2022
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22 June 2022
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Abstract

Teknologi merupakan aspek utama dalam perkembangan zaman dan hal yang ada di dalamnya, salah satunya bisnis UMK (usaha mikro dan kecil). Peranan teknologi dan penggunaan media sosial menjadi faktor penting bagi UMK untuk dapat meningkatkan kinerja bisnis. Penelitian ini bertujuan untuk mengetahui pengaruh konstruk teknologi berupa manfaat relatif, efektivitas biaya, kompatibilitas, interaktivitas, dan visibilitas terhadap adopsi media sosial, serta dampaknya terhadap kinerja UMK. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 100 orang. Alat analisis yang digunakan adalah SEM (structural equation modeling) dengan menggunakan software SmartPLS 3. Hasil penelitian ini menunjukkan bahwa adopsi media sosial terbukti berpengaruh signifikan terhadap kinerja UMK. Interaktivitas dan kompatibilitas berpengaruh signifikan terhadap adopsi media sosial. Visibilitas, manfaat relatif, dan efektivitas biaya tidak terbukti berpengaruh signifikan terhadap adopsi media sosial.

Keywords

manfaat relatif efektivitas biaya kompatibilitas interaktivitas visibilitas adopsi media sosial kinerja UMK

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Bagaskara, R. D., & Darmawan, B. A. (2022). Peran Teknologi dalam Adopsi Media Sosial dan Dampaknya bagi Kinerja UMK. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(2), 1–13. Retrieved from https://journal.uii.ac.id/selma/article/view/24051
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