Abstract
The increasing use of social media has led to a new business trend called social commerce. This study investigates the factors that influence the adoption of social commerce in Solo Raya SMEs using the technology, organizational, and environment (TOE) model. This research is a quantitative research using primary data. Data collection techniques use questionnaires via Google Form. The population of this research is SMEs in Solo Raya that have used social commerce technology. The sampling technique in this study used purposive sampling technique with a sample size of 132 respondents. The data analysis technique in this study uses structure equation modeling partial least square (SEM - PLS) with the help of smartPLS 3.0 software. The results of this study indicate that perceived usefulness, security concerns, top management support, organizational readiness, consumer pressure, and trading partner pressure have a positive effect on the behavioral intention of social commerce adoption. These findings can help SMEs in utilizing digital technology to increase their competitiveness in today's digital era.
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