ANTESEDEN DAN KONSEKUEN PENGGUNAAN MEDIA SOSIAL BAGI UMKM: ANALISIS PERSPEKTIF ORGANISASI

Abstract

Utilization of social media technology for business interests has been widely done both in large companies and MSMEs (Micro, Small and Medium Enterprise). Utilization of social media for MSMEs is very important to face the competition in this globalization era. This study empirically examines the antecedents of social media usage and its impact on MSMEs performance based on the Technology-Organization-Environment framework and Resource Based View theory. The survey method by distributing questionnaires was conducted to MSMEs from various industries in Magelang. Analysis with SEM-Partial Least Square indicates that customer pressure and mobile environment are significant factors affecting the use of social media. Furthermore, the dimensions of the impact on internal operations, sales, marketing and customer service are significant and make the value of social media usage for MSMEs. Technological competence and competitive pressure does not affect the social media usage for MSMEs.

Keywords

• social media
• SMEs
• organization perspective
• TOE
• RBV