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15 February 2023
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16 February 2023
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16 February 2023
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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui dan menyelidiki faktor-faktor dari teknologi dengan variabel manfaat relatif, kompatibilitas, efektivitas biaya, jaminan struktural, dan interaktivitas dalam penggunaan media sosial dan dampaknya bagi kinerja UMKM. Pelaksanaan penelitian disebarkan disebarkan dengan metode survei item kuesioner tertutup dan teknik purposive sampling di wilayah Kota Surakarta, Kabupaten Boyolali dan Kabupaten Klaten yang memperoleh 50 responden. Pengujian dalam penelitian ini menggunakan metode PLS-SEM dengan aplikasi SmartPLS versi 4.0. Hasil yang diperoleh dari penelitian ini menunjukkan bahwa variabel manfaat relatif, jaminan struktural, dan interaktivitas tidak memberikan pengaruh positif terhadap penggunaan media sosial, sedangkan variabel kompabilitas dan efektivitas biaya memberikan pengaruh positif terhadap penggunaan media sosial serta variabel penggunaan media sosial tidak memberikan pengaruh secara positif terhadap kinerja UMKM. Pelaku UMKM dapat menggunakan hasil penelitian ini sebagai sumber referensi dalam mengembangkan usaha dengan mempertimbangkan pengaruh manfaat relatif, kompabilitas, efektivitas biaya, jaminan struktural dan interaktivitas dalam penggunaan media sosial serta memberikan gambaran kinerja yang dicapai.

Keywords

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

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Copyright (c) 2023 Aditya Sahputra, Baziedy Aditya Darmawan

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Sahputra, A., & Darmawan, B. A. (2023). Faktor-Faktor Teknologi dalam Adopsi Media Sosial dan Dampaknya bagi Kinerja UMKM. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(1), 55–68. Retrieved from https://journal.uii.ac.id/selma/article/view/27698
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