PERLUKAH PENDAMPINGAN TERHADAP PELAKU UMKM DALAM MEMANFAATKAN MEDIA SOSIAL SEBAGAI SALURAN PEMASARAN STRATEGIS?
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Abstract
The rapid change and easy to use technology should be able to trigger the use of technology in MSME. However, the reality tells the different. There is only few MSMEs that already implement and use technology (social media) as their part of business strategy. Therefore, this research aim to know what is the factor that affects MSMEs attitude toward technology (social media) adoption through perceived usefulness and perceived ease to use. Researcher use individual and external factor which consist of social influence, compatibility, organizational barrier, self-efficacy, and individual proficiency. This research uses descriptive analysis and path analysis as analysis method with questionnaire as data gathering method. This research concluded that social value, compatibility and self-efficacy has significant effect toward perceived easy to use and perceived of usefulness. The low of individual proficiency regarding social media indicates that there is an opportunity for academicians or anyone to be a mentor for UMKM in exploring social media channel.
Keywords: Perceived Usability, Perceived Usefullness, SME's, Intention To Use, Social Media, Marketing
Abstrak
Pemanfaatan teknologi merupakan faktor krusial dalam keberlangsungan UMKM. Sayangnya, tidak banyak UMKM yang memanfaatkan teknologi (media sosial) ini sebagai strategi pemasaran dan penjualan mereka. Berdasarkan fenomena tersebut, peneliti berkeinginan untuk mengetahui faktor apakah yang menyebabkan rendahnya tingkat adopsi media sosial sebagai saluran pemasaran baru bagi pelaku UMKM. Peneliti menggunakan kombinasi faktor individual dan eksternal seperti pengaruh sosial, kompatibilitas, hambatan organisasi, keyakinan-sendiri, dan kemahiran terhadap media sosial sebagai pembentuk presepsi kegunaan dan kemudahan media sosial serta niat penggunaan secara tidak langsung. Penelitian ini menggunakan analisa deskriptif dan jalur sebagai metode analisis dengan kuesioner sebagai instrumen peneletian. Penelitian ini berhasil membuktikan bahwa pengaruh sosial, kompatibilitas, dan keyakinan diri berpengaruh terhadap persepsi kemudahan penggunaan dan persepsi kegunaan. Kurangnya pemahaman tentang pengaplikasian media sosial yang ditunjukkan pada rendahnya kemahiran penggunaan media sosial dapat menjadi peluang bagi akademisi untuk menghubungkan UMKM dengan media sosial baik sebagai tutor ataupun administrator.
Kata kunci: Persepsi Kegunaan, Persepsi Kemudahan Penggunaan, UMKM, Niat Penggunaan, Media Sosial, Pemasaran
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