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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.
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Copyright (c) 2022 Yogatama Waskithoaji, Baziedy Aditya Darmawan
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References
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- Chatterjee, S. and Kumar Kar, A., 2020. Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, p.102103.
- Chiu, H., Lo, Y., Lin, Y. and Jane, G., 2013. A cost-effective PWM dimming method for LED lighting applications. International Journal of Circuit Theory and Applications, 43(3), pp.307-317.
- Chong, A. and Chan, F., 2012. Structural equation modeling for multi-stage analysis on Radio Frequency Identification (RFID) diffusion in the health care industry. Expert Systems with Applications, 39(10), pp.8645-8654.
- Cross, M., 2013. Social media security: Leveraging social networking while mitigating risk. Newnes.
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- Egea, J.M.O. and Román González, M., 2011. Explaining physicians’ acceptance of EHCR systems: An extension of TAM with trust and risk factors. Computers in Human Behavior, 27(1), pp.319-332.
- Ghozali, I., 2013. Analisis multivariate program. Semarang: Badan Penerbit-Undip.
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- Lee, S. and Cho, M., 2011. Social media use in a mobile broadband environment: Examination of determinants of Twitter and Facebook use. International Journal of Mobile Marketing, 6(2), pp.71-87.
- Lee, Y.H., Hsieh, Y.C. and Hsu, C.N., 2011. Adding innovation diffusion theory to the technology acceptance model: Supporting employees' intentions to use e-learning systems. Journal of Educational Technology & Society, 14(4), pp.124-137.
- Lee, Y. and Kozar, K., 2009. Designing usable online stores: A landscape preference perspective. Information & Management, 46(1), pp.31-41.
- Liu, Y. and Shrum, L., 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.
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- Mardiasmo, 2009. Akuntansi Sektor Publik. Yogyakarta: CV Andi Offset.
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- Mulyadi, 2014. Akuntansi Biaya. Yogyakarta: UPP-STIM YKPN.
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- Ratnasingam, P. and Pavlou, P., 2003. Technology Trust in Internet-Based Interorganizational Electronic Commerce. Journal of Electronic Commerce in Organizations, 1(1), pp.17-41.
- Ravianto, J. (2014). Produktivitas dan pengukuran. Jakarta: Binaman Teknika Aksara.
- Rogers, E. M., 2004. Diffusion of Innovations. 5th ed. New York: The Free Press.
- Sarstedt, M., Ringle, C.M. and Hair, J.F., 2021. Partial least squares structural equation modeling. In Handbook of market research (pp. 587-632). Cham: Springer International Publishing.
- Solis, B., 2010. Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. John Wiley & Sons.
- Sugiyono, 2019. Metode Penelitian Kuantitatif. Bandung: ALFABETA.
- Tajudeen, F., Jaafar, N. and Ainin, S., 2018. Understanding the impact of social media usage among organizations. Information & Management, 55(3), pp.308-321.
- Wang, W., Pauleen, D. and Zhang, T., 2016. How social media applications affect B2B communication and improve business performance in SMEs. Industrial Marketing Management, 54, pp.4-14.
- Wang, Y., Wang, Y. and Yang, Y., 2010. Understanding the determinants of RFID adoption in the manufacturing industry. Technological Forecasting and Social Change, 77(5), pp.803-815.
References
Ahmad, S., Abu Bakar, A. and Ahmad, N., 2019. Social media adoption and its impact on firm performance: the case of the UAE. International Journal of Entrepreneurial Behavior & Research, 25(1), pp.84-111.
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. and Mohd Shuib, N., 2015. Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), pp.570-588.
Al-Qirim, N., 2007. The adoption of eCommerce communications and applications technologies in small businesses in New Zealand. Electronic Commerce Research and Applications, 6(4), pp.462-473.
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), p.123.
Carr, C. and Hayes, R., 2015. Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23(1), pp.46-65.
Chatterjee, S. and Kumar Kar, A., 2020. Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, p.102103.
Chiu, H., Lo, Y., Lin, Y. and Jane, G., 2013. A cost-effective PWM dimming method for LED lighting applications. International Journal of Circuit Theory and Applications, 43(3), pp.307-317.
Chong, A. and Chan, F., 2012. Structural equation modeling for multi-stage analysis on Radio Frequency Identification (RFID) diffusion in the health care industry. Expert Systems with Applications, 39(10), pp.8645-8654.
Cross, M., 2013. Social media security: Leveraging social networking while mitigating risk. Newnes.
Dillon, P.M. and Leonard, D.C., 1998. Multimedia and the Web from A to Z. ABC-CLIO.
Egea, J.M.O. and Román González, M., 2011. Explaining physicians’ acceptance of EHCR systems: An extension of TAM with trust and risk factors. Computers in Human Behavior, 27(1), pp.319-332.
Ghozali, I., 2013. Analisis multivariate program. Semarang: Badan Penerbit-Undip.
Ghozali, I., and Latan, H., 2015. Partial Least Squares Konsep, Teknik, dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd ed.). Semarang: Badan Penerbit-Undip.
Hair Jr, J.F., Sarstedt, M., Ringle, C.M. and Gudergan, S.P., 2017. Advanced issues in partial least squares structural equation modeling. Sages publications..
Kaplan, A. and Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), pp.59-68.
Lee, S. and Cho, M., 2011. Social media use in a mobile broadband environment: Examination of determinants of Twitter and Facebook use. International Journal of Mobile Marketing, 6(2), pp.71-87.
Lee, Y.H., Hsieh, Y.C. and Hsu, C.N., 2011. Adding innovation diffusion theory to the technology acceptance model: Supporting employees' intentions to use e-learning systems. Journal of Educational Technology & Society, 14(4), pp.124-137.
Lee, Y. and Kozar, K., 2009. Designing usable online stores: A landscape preference perspective. Information & Management, 46(1), pp.31-41.
Liu, Y. and Shrum, L., 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.
Low, C., Chen, Y. and Wu, M., 2011. Understanding the determinants of cloud computing adoption. Industrial Management & Data Systems, 111(7), pp.1006-1023.
Mardiasmo, 2009. Akuntansi Sektor Publik. Yogyakarta: CV Andi Offset.
Mazhar, F., Rizwan, M., Fiaz, U., Ishrat, S., Razzaq, M. and Khan, T., 2014. An Investigation of Factors Affecting Usage and Adoption of Internet & Mobile Banking In Pakistan. International Journal of Accounting and Financial Reporting, 1(1), p.478.
Mulyadi, 2014. Akuntansi Biaya. Yogyakarta: UPP-STIM YKPN.
Parveen, F., Jaafar, N. and Ainin, S., 2016. Social media’s impact on organizational performance and entrepreneurial orientation in organizations. Management Decision, 54(9), pp.2208-2234.
Qalati, S., Yuan, L., Khan, M. and Anwar, F., 2021. A mediated model on the adoption of social media and SMEs’ performance in developing countries. Technology in Society, 64, p.101513.
Ratnasingam, P. and Pavlou, P., 2003. Technology Trust in Internet-Based Interorganizational Electronic Commerce. Journal of Electronic Commerce in Organizations, 1(1), pp.17-41.
Ravianto, J. (2014). Produktivitas dan pengukuran. Jakarta: Binaman Teknika Aksara.
Rogers, E. M., 2004. Diffusion of Innovations. 5th ed. New York: The Free Press.
Sarstedt, M., Ringle, C.M. and Hair, J.F., 2021. Partial least squares structural equation modeling. In Handbook of market research (pp. 587-632). Cham: Springer International Publishing.
Solis, B., 2010. Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. John Wiley & Sons.
Sugiyono, 2019. Metode Penelitian Kuantitatif. Bandung: ALFABETA.
Tajudeen, F., Jaafar, N. and Ainin, S., 2018. Understanding the impact of social media usage among organizations. Information & Management, 55(3), pp.308-321.
Wang, W., Pauleen, D. and Zhang, T., 2016. How social media applications affect B2B communication and improve business performance in SMEs. Industrial Marketing Management, 54, pp.4-14.
Wang, Y., Wang, Y. and Yang, Y., 2010. Understanding the determinants of RFID adoption in the manufacturing industry. Technological Forecasting and Social Change, 77(5), pp.803-815.