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Submitted
7 August 2024
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12 August 2024
Published
23 August 2024
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Abstract

Penelitian ini bertujuan untuk menguji peran faktor organisasional dan lingkungan terhadap adopsi media sosial serta dampaknya terhadap kinerja bisnis UMKM. Penelitian ini melibatkan 100 UMKM di Yogyakarta yang dipilih menggunakan teknik purposive sampling, yang memungkinkan pemilihan sampel secara cermat sesuai dengan kriteria yang ditentukan. Analisis data penelitian ini menggunakan SmartPLS, untuk pemodelan struktural hubungan antar variabel. Hasil penelitian ini menunjukkan bahwa dukungan manajemen, persaingan industri, tekanan persaingan, berpengaruh positif dan signfikan terhadap penggunaan media sosial di kalangan UMKM. Lalu, efek bandwagon tidak memiliki pengaruh signifikan terhadap adopsi media sosial oleh UMKM. Adapun adopsi media sosial berpengaruh positif dan signifikan terhadap kinerja bisnis UMKM.

Keywords

adopsi media sosial kinerja bisnis UMKM faktor organisasional faktor lingkungan

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Copyright (c) 2024 Adam Saleh, Baziedy Aditya Darmawan

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Saleh, A., & Darmawan, B. A. (2024). Dampak Adopsi Media Sosial terhadap Kinerja UMKM: Peran Faktor Organisasional dan Lingkungan. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(1), 29–40. Retrieved from https://journal.uii.ac.id/selma/article/view/35703
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