ANALISIS TOE MEMPENGARUHI ADOPSI MEDIA SOSIAL UNTUK PRODUK UMKM DI SENTRA KREASI KABUPATEN BANDUNG
Abstract
Semakin banyak perusahaan, termasuk UMKM, melakukan perdagangan elektronik dengan memanfaatkan media sosial supaya dapat terhubung dengan pelanggan potensial dan mendapatkan keunggulan kompetitif. Penggunaan media sosial menjadi hal yang krusial untuk terhubung pada para pemangku kepentingan dengan berbagai manfaat yang ditawarkannya. Studi ini bertujuan untuk menyelidiki faktor teknologi, organisasi, dan lingkungan (TOE) yang mempengaruhi adopsi media sosial oleh Usaha Mikro, Kecil, dan Menengah (UMKM) yang ada di Sentra Kreasi Kabupaten Bandung. Penelitian ini menggunakan kuesioner dengan mengumpulkannya dari para responden yang dipilih secara acak, yaitu sebanyak 57 orang pemilik UMKM di Kabupaten Bandung, dengan menggunakan SMART PLS versi 3.2.9 untuk pemodelan persamaan struktural. Temuan dalam riset ini adalah terdapat pengaruh langsung faktor TOE (perceived usefulness, relative advantage, compatibility, complexity, security concern, organization readiness, top management support, government support, environmental uncertainty, dan consumer pressure) pada adopsi media sosial UMKM Sentra Kreasi di Kabupaten Bandung. Selain itu, koefisien determinasi menunjukkan bahwa 52,7% variasi di UMKM Sentra Kreasi tersebut terjadi disebabkan oleh adopsi media sosial. Implikasi yang muncul dari riset ini adalah bagi para praktisi dan akademisi yang tertarik untuk memahami dan menyelidiki adopsi dan penggunaan media sosial oleh UMKM menggunakan Model TOE.
References
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Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Shuib, N. L. M. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management and Data Systems, 115(3), 570–588. https://doi.org/10.1108/IMDS-07-2014-0205
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Alvionita, A., & Ie, M. (2021). Pengaruh Konteks Teknologi, Konteks Organisasi dan Konteks Lingkungan Terhadap Adopsi Media Sosial Bagi UMKM. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 214–224. https://doi.org/10.24912/jmieb.v5i1.11185
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Chong, J. L. L., & Olesen, K. (2017). A Technology-Organization-Environment Perspective on Eco-effectiveness: A Meta-analysis. Australasian Journal of Information Systems, 21.
Das, S., Kundu, A., & Bhattacharya, A. (2020). Technology Adaptation and Survival of SMEs: A Longitudinal Study of Developing Countries. Technology Innovation Management Review, 10(6), 64-72. http://doi.org/10.22215/timreview/1369
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Effendi, M. I., Sugandini, D., & Istanto, Y. (2020). Social Media Adoption in SMEs Impacted by COVID-19: The TOE Model*. Journal of Asian Finance, Economics and Business, 7(11), 915–925. https://doi.org/10.13106/jafeb.2020.vol7.no11.915
Garg, P., Gupta, B., Dzever, S., Sivarajah, U., & Kumar, V. (2020). Examining the relationship between social media analytics practices and business performance in the Indian retail and IT industries: The mediation role of customer engagement. International Journal of Information Management, 52, 102069. https://doi.org/10.1016/j.ijinfomgt.2020.102069
Jitpaiboon, T., & Kalaian, S. A. (2005). Analyzing The Effect Of Top Management Support On Information System (IS) Performance Across Organizations And Industries Using Hierarchical. Journal of International Technology and Information Management, 14(1), 130–144. Retrieved from https://scholarworks.lib.csusb.edu/jitimAvailableat:https://scholarworks.lib.csusb.edu/jitim/vol14/iss1/11
Kemp, S. (2021). Digital 2021: Indonesia. Retrieved January 13, 2022, from https://datareportal.com/reports/digital-2021-indonesia
Khayer, A., Talukder, M. S., Bao, Y., & Hossain, M. N. (2020). Cloud computing adoption and its impact on SMEs’ performance for cloud supported operations: A dual-stage analytical approach. Technology in Society, 60. https://doi.org/10.1016/j.techsoc.2019.101225
Lee, G., & Xia, W. (2006). Organizational size and IT innovation adoption: A meta-analysis. Information and Management, 43(8), 975–985. https://doi.org/10.1016/j.im.2006.09.003
Lee, J. W., & Kwag, M. (2017). Corporate Marketing Strategy Using Social Media: A Case Study of the Ritz-Carlton Seoul. Journal of Asian Finance, Economics and Business, 4(1), 79-86. http://dx.doi.org/10.13106/jafeb.2017.vol4.no1.79
Limanseto, H. (2021). UMKM Menjadi Pilar Penting dalam Perekonomian Indonesia. Retrieved January 5, 2022, from https://ekon.go.id/publikasi/detail/2969/umkm-menjadi-pilar-penting-dalam-perekonomian-indonesia
Lokuge, S., Sedera, D., Grover, V., & Dongming, X. (2019). Organizational readiness for digital innovation: Development and empirical calibration of a construct. Information and Management, 56(3), 445–461. https://doi.org/10.1016/j.im.2018.09.001
Mutiara, N. A., Wijayangka, C., & Kartawinata, B. R. (2021). Adopsi Media Sosial Terhadap Kinerja UMKM di Kota Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(1), 1673–1684. Retrieved from https://doi.org/10.31955/mea.v5i1.945
Nguyen, X. T. (2018). The Impact of Hallyu 4.0 and Social Media on Korean Products Purchase Decision of Generation C in Vietnam. Journal of Asian Finance, Economics and Business, 5(3), 81-93. http://doi.org/10.13106/jafeb.2018.vol5.no3.81
Nguyen, X. T., & Luu, Q. K. (2020). Factors Affecting Adoption of Industry 4.0 by Small- and Medium-Sized Enterprises: A Case in Ho Chi Minh City, Vietnam. Journal of Asian Finance, Economics and Business, 7(6), 255-264. https://doi. org/10.13106/jafeb.2020.vol7.no6.255
Olanrewaju, A.-S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50, 90-110. https://doi.org/10.1016/j.ijinfomgt.2019.05.011
Parveen, F. (2012). Impact Of Social Media Usage On Organizations. Pacific Asia Conference on Information Systems. Retrieved from http://aisel.aisnet.org/pacis2012/192
Parveen, F., Jaafar, N. I., & Ainin, S. (2016). Social media’s impact on organizational performance and entrepreneurial orientation in organizations. Management Decision, 54(9), 2208-2234. https://doi.org/10.1108/MD-08-2015-0336
Purwantini, A. H., & Anisa, F. (2018). Anteseden dan Konsekuen Penggunaan Media Sosial Bagi UMKM: Analisis Perspektif Organisasi. EKOBIS EDISI KHUSUS SEPTEMBER, 12–23.
Qalati, S. A., Li, W., Vela, E. G., Bux, A., Barbosa, B., & Herzallah, A. M. (2020). Effects of Technological, Organizational, and Environmental Factors on Social Media Adoption. Journal of Asian Finance, Economics and Business, 7(10), 989–998. https://doi.org/10.13106/jafeb.2020.vol7.no10.989
Setiyani, L., & Rostiani, Y. (2021). Analysis of E-Commerce Adoption by SMEs Using the Technology-Organization-Environment (TOE) Model: A Case Study in Karawang, Indonesia. International Journal Of Science. Retrieved from http://ijstm.inarah.co.id
Setyowati, N., & Irianto, H. (2020). Motivational Factors to Adopt Social Media Technology in Small Medium Enterprises. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 14(1), 10–21. https://doi.org/10.24843/matrik:jmbk.2020.v14.i01.p02
Singer, L. (2016). On the Diffusion of Innovations: How New Ideas Spread. Retrieved January 18, 2022, from https://leif.me/on-the-diffusion-of-innovations-how-new-ideas-spread/
Soewarno, N., Tjahjadi, B., & Permatanadia, D. (2020). Competitive Pressure and Business Performance in East Java Batik Industry. Journal of Asian Finance, Economics and Business, 7(12), 329–336. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.329
Syaifullah, J., Syaifudin, M., Sukendar, M. U., & Junaedi, J. (2021). Social Media Marketing and Business Performance of MSMEs During the COVID-19 Pandemic. Journal of Asian Finance, Economics and Business, 8(2), 523–531. https://doi.org/10.13106/jafeb.2021.vol8.no2.0523
Trawnih, A., Yaseen, H., Al-Adwan, A. S., Alsoud, A. R., & Jaber, O. A. (2021). Factors Influencing Social Media Adoption Among SMEs During Covid-19 Crisis. International Journal of Information and Decision Sciences, 24(6), 1–18. Retrieved from https://www.researchgate.net/publication/352546308
Triono, S. P. H., & Yudanegara, A. (2019). Analisis Teknologi, Organisasional dan Lingkungan Terhadap Adopsi Teknologi Informasi dan Komunikasi Pada UMKM di Kota Bandung. Jurnal Riset Bisnis Dan Manajemen, IX(1).
Wang, Y., Meister, D., & Wang, Y. (2008). Relative Advantage and Perceived Usefulness: The Adoption of Competing ICTs. DIGIT 2008 Proceedings, 6. Retrieved from http://aisel.aisnet.org/digit2008/6
Zieba, M., Bolisani, E., & Scarso, E. (2016). Emergent approach to knowledge management by small companies: multiple case- study research. Journal of Knowledge Management, 20(2), 292-307. https://doi.org/10.1108/JKM-07-2015-0271
Abu Bakar, A. R., Ahmad, S. Z., & Ahmad, N. (2019). SME social media use: A study of predictive factors in the United Arab Emirates. Global Business and Organizational Excellence, 38(5), 53-68. https://doi.org/10.1002/joe.21951
Ahmad, S. Z., Bakar, A. R. A., & Ahmad, N. (2018). Social media adoption and its impact on firm performance: the case of the UAE. International Journal of Entrepreneurial Behavior & Research, 25(1), 84-111. https://doi.org/10.1108/IJEBR-08-2017-0299
Ahmad, S. Z., Bakar, A. R. A., & Ahmad, N. (2019). Social media adoption and its impact on firm performance: the case of the UAE. International Journal of Entrepreneurial Behaviour and Research, 25(1), 84–111. https://doi.org/10.1108/IJEBR-08-2017-0299
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Shuib, N. L. M. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management and Data Systems, 115(3), 570–588. https://doi.org/10.1108/IMDS-07-2014-0205
Alkateeb, M. A., & Abdalla, R. A. (2021). Social media adoption and its impact on smes performance a case study of Palestine. Estudios de Economia Aplicada, 39(7). https://doi.org/10.25115/eea.v39i7.4872
AlSharji, A., Ahmad, S. Z., & Bakar, A. R. A. (2018). Understanding social media adoption in SMEs: Empirical evidence from the United Arab Emirates. Journal of Entrepreneurship in Emerging Economies, 10(2), 302–328. https://doi.org/10.1108/JEEE-08-2017-0058
Alvionita, A., & Ie, M. (2021). Pengaruh Konteks Teknologi, Konteks Organisasi dan Konteks Lingkungan Terhadap Adopsi Media Sosial Bagi UMKM. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 214–224. https://doi.org/10.24912/jmieb.v5i1.11185
Becker, K., & Lee, J. W. (2019). Organizational Usage of Social Media for Corporate Reputation Management. Journal of Asian Finance, Economics and Business, 6(1), 231-240. http://doi. org/10.13106/jafeb.2019.vol6.no1.231
Chong, J. L. L., & Olesen, K. (2017). A Technology-Organization-Environment Perspective on Eco-effectiveness: A Meta-analysis. Australasian Journal of Information Systems, 21.
Das, S., Kundu, A., & Bhattacharya, A. (2020). Technology Adaptation and Survival of SMEs: A Longitudinal Study of Developing Countries. Technology Innovation Management Review, 10(6), 64-72. http://doi.org/10.22215/timreview/1369
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008
Effendi, M. I., Sugandini, D., & Istanto, Y. (2020). Social Media Adoption in SMEs Impacted by COVID-19: The TOE Model*. Journal of Asian Finance, Economics and Business, 7(11), 915–925. https://doi.org/10.13106/jafeb.2020.vol7.no11.915
Garg, P., Gupta, B., Dzever, S., Sivarajah, U., & Kumar, V. (2020). Examining the relationship between social media analytics practices and business performance in the Indian retail and IT industries: The mediation role of customer engagement. International Journal of Information Management, 52, 102069. https://doi.org/10.1016/j.ijinfomgt.2020.102069
Jitpaiboon, T., & Kalaian, S. A. (2005). Analyzing The Effect Of Top Management Support On Information System (IS) Performance Across Organizations And Industries Using Hierarchical. Journal of International Technology and Information Management, 14(1), 130–144. Retrieved from https://scholarworks.lib.csusb.edu/jitimAvailableat:https://scholarworks.lib.csusb.edu/jitim/vol14/iss1/11
Kemp, S. (2021). Digital 2021: Indonesia. Retrieved January 13, 2022, from https://datareportal.com/reports/digital-2021-indonesia
Khayer, A., Talukder, M. S., Bao, Y., & Hossain, M. N. (2020). Cloud computing adoption and its impact on SMEs’ performance for cloud supported operations: A dual-stage analytical approach. Technology in Society, 60. https://doi.org/10.1016/j.techsoc.2019.101225
Lee, G., & Xia, W. (2006). Organizational size and IT innovation adoption: A meta-analysis. Information and Management, 43(8), 975–985. https://doi.org/10.1016/j.im.2006.09.003
Lee, J. W., & Kwag, M. (2017). Corporate Marketing Strategy Using Social Media: A Case Study of the Ritz-Carlton Seoul. Journal of Asian Finance, Economics and Business, 4(1), 79-86. http://dx.doi.org/10.13106/jafeb.2017.vol4.no1.79
Limanseto, H. (2021). UMKM Menjadi Pilar Penting dalam Perekonomian Indonesia. Retrieved January 5, 2022, from https://ekon.go.id/publikasi/detail/2969/umkm-menjadi-pilar-penting-dalam-perekonomian-indonesia
Lokuge, S., Sedera, D., Grover, V., & Dongming, X. (2019). Organizational readiness for digital innovation: Development and empirical calibration of a construct. Information and Management, 56(3), 445–461. https://doi.org/10.1016/j.im.2018.09.001
Mutiara, N. A., Wijayangka, C., & Kartawinata, B. R. (2021). Adopsi Media Sosial Terhadap Kinerja UMKM di Kota Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(1), 1673–1684. Retrieved from https://doi.org/10.31955/mea.v5i1.945
Nguyen, X. T. (2018). The Impact of Hallyu 4.0 and Social Media on Korean Products Purchase Decision of Generation C in Vietnam. Journal of Asian Finance, Economics and Business, 5(3), 81-93. http://doi.org/10.13106/jafeb.2018.vol5.no3.81
Nguyen, X. T., & Luu, Q. K. (2020). Factors Affecting Adoption of Industry 4.0 by Small- and Medium-Sized Enterprises: A Case in Ho Chi Minh City, Vietnam. Journal of Asian Finance, Economics and Business, 7(6), 255-264. https://doi. org/10.13106/jafeb.2020.vol7.no6.255
Olanrewaju, A.-S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50, 90-110. https://doi.org/10.1016/j.ijinfomgt.2019.05.011
Parveen, F. (2012). Impact Of Social Media Usage On Organizations. Pacific Asia Conference on Information Systems. Retrieved from http://aisel.aisnet.org/pacis2012/192
Parveen, F., Jaafar, N. I., & Ainin, S. (2016). Social media’s impact on organizational performance and entrepreneurial orientation in organizations. Management Decision, 54(9), 2208-2234. https://doi.org/10.1108/MD-08-2015-0336
Purwantini, A. H., & Anisa, F. (2018). Anteseden dan Konsekuen Penggunaan Media Sosial Bagi UMKM: Analisis Perspektif Organisasi. EKOBIS EDISI KHUSUS SEPTEMBER, 12–23.
Qalati, S. A., Li, W., Vela, E. G., Bux, A., Barbosa, B., & Herzallah, A. M. (2020). Effects of Technological, Organizational, and Environmental Factors on Social Media Adoption. Journal of Asian Finance, Economics and Business, 7(10), 989–998. https://doi.org/10.13106/jafeb.2020.vol7.no10.989
Setiyani, L., & Rostiani, Y. (2021). Analysis of E-Commerce Adoption by SMEs Using the Technology-Organization-Environment (TOE) Model: A Case Study in Karawang, Indonesia. International Journal Of Science. Retrieved from http://ijstm.inarah.co.id
Setyowati, N., & Irianto, H. (2020). Motivational Factors to Adopt Social Media Technology in Small Medium Enterprises. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 14(1), 10–21. https://doi.org/10.24843/matrik:jmbk.2020.v14.i01.p02
Singer, L. (2016). On the Diffusion of Innovations: How New Ideas Spread. Retrieved January 18, 2022, from https://leif.me/on-the-diffusion-of-innovations-how-new-ideas-spread/
Soewarno, N., Tjahjadi, B., & Permatanadia, D. (2020). Competitive Pressure and Business Performance in East Java Batik Industry. Journal of Asian Finance, Economics and Business, 7(12), 329–336. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.329
Syaifullah, J., Syaifudin, M., Sukendar, M. U., & Junaedi, J. (2021). Social Media Marketing and Business Performance of MSMEs During the COVID-19 Pandemic. Journal of Asian Finance, Economics and Business, 8(2), 523–531. https://doi.org/10.13106/jafeb.2021.vol8.no2.0523
Trawnih, A., Yaseen, H., Al-Adwan, A. S., Alsoud, A. R., & Jaber, O. A. (2021). Factors Influencing Social Media Adoption Among SMEs During Covid-19 Crisis. International Journal of Information and Decision Sciences, 24(6), 1–18. Retrieved from https://www.researchgate.net/publication/352546308
Triono, S. P. H., & Yudanegara, A. (2019). Analisis Teknologi, Organisasional dan Lingkungan Terhadap Adopsi Teknologi Informasi dan Komunikasi Pada UMKM di Kota Bandung. Jurnal Riset Bisnis Dan Manajemen, IX(1).
Wang, Y., Meister, D., & Wang, Y. (2008). Relative Advantage and Perceived Usefulness: The Adoption of Competing ICTs. DIGIT 2008 Proceedings, 6. Retrieved from http://aisel.aisnet.org/digit2008/6
Zieba, M., Bolisani, E., & Scarso, E. (2016). Emergent approach to knowledge management by small companies: multiple case- study research. Journal of Knowledge Management, 20(2), 292-307. https://doi.org/10.1108/JKM-07-2015-0271
Published
2022-09-25
How to Cite
Mahirah, L., Sisilia, K., & Setyorini, R. (2022). ANALISIS TOE MEMPENGARUHI ADOPSI MEDIA SOSIAL UNTUK PRODUK UMKM DI SENTRA KREASI KABUPATEN BANDUNG. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 176-194. https://doi.org/10.31955/mea.v6i3.2247
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