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Submitted
26 July 2022
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29 July 2022
Published
29 July 2022
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Abstract

Media sosial merupakan wujud perkembangan teknologi yang telah banyak digunakan dalam kehidupan sehari-hari, termausuk oleh para pelaku UMKM. Tujuan dari penelitian ini adalah untuk menguji pengaruh konteks teknologi yang berupa variabel manfaat relatif, kompatibilitas, efektivitas biaya, jaminan struktural, dan interaktivitas terhadap penggunaan media sosial dan dampaknya terhadap kinerja UMKM. Penelitian ini menggunakan teknik purposive sampling dalam pengambilan data melalui survei di wilayah Daerah Istimewa Yogyakarta, Klaten, dan Magelang, dengan melibatkan 100 responden. Pengujian hipotesis dilakukan dengan pendekatan PLS-SEM menggunakan aplikasi SmartPLS versi 3.3.9. Hasil penelitian ini menunjukkan bahwa variabel manfaat relatif, kompatibilitas, efektivitas biaya, dan jaminan struktural tidak terbukti berpengaruh positif terhadap penggunaan media sosial oleh UMKM. Selain itu, hanya variabel interaktivitas yang terbukti memberikan pengaruh positif terhadap penggunaan media sosial oleh UMKM. Lebih lanjut, penggunaan media sosial terbukti berpengaruh positif terhadap kinerja UMKM. Hasil penelitian ini dapat digunakan sebagai referensi bagi pelaku UMKM dalam mempertimbangkan penggunaan media sosial guna meningkatkan kinerja bisnis.

Keywords

manfaat relatif kompatibilitas efektivitas biaya jaminan struktural interaktivitas penggunaan media sosial kinerja UMKM

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Copyright (c) 2022 Yogatama Waskithoaji, Baziedy Aditya Darmawan

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Waskithoaji, Y., & Darmawan, B. A. (2022). Peran Teknologi dalam Penggunaan Media Sosial dan Dampaknya terhadap UMKM. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(2), 223–237. Retrieved from https://journal.uii.ac.id/selma/article/view/24812
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