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Submitted
12 August 2024
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12 August 2024
Published
14 August 2024
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Abstract

Penelitian ini bertujuan guna mengetahui pengaruh konteks teknologi berupa manfaat relatif, efektivitas biaya, kompatibilitas, interaktivitas, dan visibilitas terhadap adopsi media sosial, serta dampaknya terhadap kinerja Usaha Mikro dan Kecil (UMK). Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden 100 orang. Alat analisis yang digunakan adalah SEM (structural equation modeling) dengan menggunakan aplikasi SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: (1) Konteks teknologi berpengaruh positif signifikan terhadap kinerja UMK; (2) konteks teknologi berpengaruh positif signifikan terhadap adopsi media sosial; (3) adopsi media sosial berpengaruh positif signifikan terhadap kinerja UMK; (4) adopsi media sosial memediasi hubungan antara konteks teknologi dan kinerja UMK.

Keywords

konteks teknologi adopsi media sosial kinerja UMK

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Copyright (c) 2024 Krisna Adi Kurnia, Baziedy Aditya Darmawan

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Kurnia, K. A., & Darmawan, B. A. (2024). Meningkatkan Kinerja UMK melalui Adopsi Media Sosial: Mengungkap Peran Konteks Teknologi. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(1), 1–12. Retrieved from https://journal.uii.ac.id/selma/article/view/35954
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