FAKTOR-FAKTOR YANG MEMPENGARUHI ADOPSI MEDIA SOSIAL INSTAGRAM DAN DAMPAKNYA TERHADAP KINERJA UMKM

Lydiawati Soelaiman, Anastasia Ria Utami
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Abstract

UMKM terus berupaya untuk beradaptasi di masa new normal salah satunya dengan menggunakan platform digital untuk memasarkan dan menjual produknya. Media sosial instagram merupakan salah satu platform media sosial yang umumnya diadopsi oleh UMKM sebagai media yang diharapkan dapat meningkatkan kinerja usahanya. Dalam pemilihan sosial media tentunya terdapat beberapa alasan yang menjadi dasar pertimbangan UMKM seperti compatibility, cost effectiveness dan interactivity. Tujuan dilakukan penelitian ini adalah untuk mengetahui melakukan pengujian empiris apakah compatibility, cost effectiveness dan interactivity mampu menjadi prediktor positif terhadap adopsi media sosial Instagram. Selain itu, penelitian ini juga bertujuan untuk menganalisis apakah adopsi media sosial Instagram mampu menjadi prediktor positif terhadap kinerja UMKM. Pengambilan sampel dilakukan secara purposive sampling dengan sampel UMKM di Jakarta yang mengadopsi media sosial Instagram dalam aktivitas usahanya. Data terkumpul sebanyak 100 responden. Hasil dari penelitian ini menunjukkan bahwa Compatibility, Cost Effectiveness dan Interactivity merupakan prediktor yang signifikan dan positif terhadap adopsi media sosial Instagram. Selain itu juga diperoleh hasil bahwa pengadopsian media sosial Instagram merupakan prediktor yang signifikan dan positif terhadap kinerja dari UMKM. 

SMEs continue striving to adapt to the New Normal. One of the ways for SMEs to adapt is by utilizing digital platforms to promote and sell their products. Instagram is one of the social media platforms that are commonly adopted by SMEs to improve their business performance. There are several considerations for SMEs in choosing social media, such as compatibility, cost effectiveness, and interactivity. This study aims to determine whether compatibility, cost effectiveness and interactivity can predict Instagram social media adoption, as well as whether Instagram social media adoption can be a predictor of SMEs’ performance. This study used purposive sampling technique with a sample of SMEs in Jakarta which have adopted social media Instagram for their business activities. The data was collected from 100 participants who responded to the survey. The results of this study indicate that Compatibility, Cost Effectiveness, and Interactivity are significant and positive predictors of Instagram social media adoption. Additionally, the results also conclude that the adoption of Instagram social media is a significant and positive predictor of SMEs’ performance.

 

 

Keywords

compatibility; cost effectiveness; interactivity; adopsi media sosial; kinerja UMKM; social media adoption; SMEs’ performance

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