Text

Analisis TOE Framework terhadap Penggunaan Media Sosial dan Organizational Impact pada Micro and Small Enterprise

Dr. Rizal Edy Halim, S.E., M.M. (Pembimbing/Promotor) - ; Pradifera, Amalia Luthfya - ;

This study investigates the factors influencing social media usage towards micro and small enterprise using the TOE Framework. The TOE Framework respectfully stands for technological context, organizational context, and environmental context. The samples used in this study includes micro and small enterprise owners in Indonesia that actively uses social media for their business marketing purposes. This study uses Partial-Least-Squares-Structural-Equation-Modeling (PLS-SEM) for the path analysis of 310 responses from SME?s owners, executives, and managers using purposive sampling method. The technological context is represented by relative advantage, compatibility, cost-effectiveness, structural assurance, and interactivity. The organizational context is represented by top management?s support and entrepreneurial orientation. The environmental context is represented by institutional pressure. This study hopes to help organizations understand the benefits of social media usage and provides a justification for investments in social media by organizations.Ada Tabel

Ketersediaan

Call Number	Location	Available
12815	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	v, 124 p. ; diagr. ; 30 cm
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data