Pengaruh toe framework terhadap social media adoption pada UMKM Gading Serpong

Leksono, Joanna Gracia (2018) Pengaruh toe framework terhadap social media adoption pada UMKM Gading Serpong. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan utama untuk mengetahui apakah relative advantage, compatibility, complexity, trialability, observability, top management support, competitive intensity, bandwagon pressure, dan competitive pressure berpengaruh terhadap social media adoption. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dari penelitian adalah UMKM di Gading Serpong dan sampel dari penelitian ini adalah 213 responden yang merupakan pemilik usaha, direktur, manajer, dan supervisor dari UMKM yang berada di wilayah Gading Serpong dan sudah mengadopsi media sosial. Pemilihan responden menggunakan desain sampel yang bersifat purposive sampling. Metode analisis yang digunakan adalah Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan program SmartPLS 3.0. Hasil dari penelitian ini menunjukan bahwa lima hipotesis yang dibuat didukung, yaitu compatibility berpengaruh terhadap social media adoption, observability berpengaruh terhadap social media adoption, top management support berpengaruh terhadap social media adoption, bandwagon pressure berpengaruh terhadap social media adoption, competitive pressure berpengaruh terhadap social media adoption. Hasil dari penelitian ini juga menunjukan bahwa empat hipotesis yang dibuat tidak didukung, yaitu relative advantage tidak berpengaruh terhadap social media adoption, complexity tidak berpengaruh terhadap social media adoption, trialability tidak berpengaruh terhadap social media adoption, dan competitive intensity tidak berpengaruh terhadap social media adoption. / This study aims to examine whether relative advantage, compatibility, complexity, trialability, observability, top management support, competitive intensity, bandwagon pressure, and competitive pressure have the influence toward social media adoption. This study uses a quantitative approach. The population of this study was the UMKM(s) in Gading Serpong area and this study managed to obtain 213 respondents through the distribution of questionnaire to the business owners, directors, managers, and the supervisors of the UMKM(s) in Gading Serpong who have adopted social media in their business. The selection of the respondents was based on purposive sampling design. The analytical method used is Partial Least Squares-Structural Equation Modeling (PLS-SEM) and the data was processed using Smart-PLS 3.0. The results of this study indicate that there were five supported hypotheses, which are compatibility influences social media adoption, observability influences social media adoption, top management influences social media adoption, bandwidth pressure influences social media adoption, and competitive pressure influences social media adoption. However, the results of this study also show that the other four hypotheses made are not supported, namely the relative advantage does not influence social media adoption, complexity does not influence social media adoption, trialability does not influence social media adoption, and competitive intensity does not influence social media adoption.

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