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Analisis Faktor Pendorong Penggunaan Instagram dan Pengaruhnya Terhadap Performa Bisnis: Studi Empiris PadaUMKM di Indonesia
Digitalization is an important factor to drive a country's economy. Today there are only 16% of Micro Small and Medium Enterprises (MSMEs) have digitized their businesses, despite Indonesia being one of the countries with the most social media users. This study analyzes the factors that are considered to have an effect on the use of Social Media Marketing (especially Instagram) in MSMEs, as well as what are the impacts on business performance. There are a total of six hypotheses where Impact on Business (IOB) is the result of Social Media Marketing (SMM), whereas SMM is influenced by Facilitating Conditions (FCO), Compatibility (COM), Perceived Usefulness (PEU), Cost Efficiency (COS), and Perceived Ease Usage (PEOU). With 209 MSME-owners who use Instagram as respondents, the data is then analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) modeling. The results show that three of the six hypotheses accepted, where the major factors that influence the level of use of Instagram in SMEs are Perceived Usefulness (PEU) and Compatibility (COM), and it is found that since business owners use Instagram for business, they feel that business performance has increased.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12813 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Marketing Social media Digital Marketing Small and Medium Enterprises Social Media Impact Technology Impact |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 94 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |