Antecedents of the Use of MSME Social Media:In The Perspective of Technology Acceptance Model Theory

Ni Made Wisni Arie Pramuki

doi:10.15520/ijcrr.v11i04.800

Abstract

One effort to be able to improve business performance for SMEs is through socialmedia. The use of social media in business is to play a role in spreading product informationonline to consumers so that it supports the creation of optimal performanceproductivity and maximum profitability. This study aims to empirically examine theuse of social media by SMEs in Badung Regency using the perspective of TechnologyAcceptance Model (TAM) theory. Structural equation modeling (SEM) with Smart-PLS 3.0 software was used to analyze 390 questionnaires distributed to MSME managerswho were registered at the Cooperative and UMKM Office of Badung Regency.This research has provided empirical evidence that perceptions of ease of use, perceivedBenefit and intention to use social media as a determinant of MSME behaviorin the use of social media and then self-efficacy of social media as antecedents in theuse of social media for MSME

Highlights

The use of social media in managing business processes allows an impact on organizations, especially the Micro, Small and Medium Enterprises (MSMEs) sector to perform better (Al Sharji, Ahmad and Abu Bakr, 2018)
Ariff et al, (2012) in his study successfully validated the critical role of computer self efficacy in predicting individual responses to information technology systems. These findings reveal that there is an indirect relationship between computer self-efficacy and intention through perceived ease of use, the perceived Benefit of Technology Acceptance Model (TAM) theory
3 RESEARCH METHODS: This research is a verification study that aims to examine the relationship of a variable through data collection in the field regarding (1), the effect of self-efficacy of social media on Perceived Ease of Use, (2) the effect of self-efficacy of social media on perceived Benefit, (3) effect of Perceived Ease of Use on perceived Benefit, (4) effect of Perceived Ease of Use on intentions to use social media, (5) effect of perceived Benefit on intentions to use media social and (6) Effect of intention to use on the use of social media

Summary

Introduction

The use of social media in managing business processes allows an impact on organizations, especially the Micro, Small and Medium Enterprises (MSMEs) sector to perform better (Al Sharji, Ahmad and Abu Bakr, 2018). Social media involves exchanging user-generated content, using real-time feedback and building a consumer community to support business processes (Constantinides and Fountain2008). (AlSharji, Ahmad and Abu Bakar (2018) suggested that companies can use social media applications in various fields, including sales and marketing, research and development, customer support and operations. The Survey of the Creative Economy Agency (BEKRAF) with the Central Statistics Agency (BPS) conducted in 2016, reveals the fact that in Indonesia the creative economy in 2015 recorded a contribution of IDR 852 trillion national gross domestic income (GDP), and an increase of Rp 922.58 trillion in the year with a contribution

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Results