ENHANCE SALES PERFORMANCE WITH FACEBOOK ADVERTISING IN SMES AGRIBUSINESS SECTOR

Abstract

Nowadays,  technology  grows  rapidly  that  makes  the  rate  of  adoption  technology becomes high, especially in the field of marketing. Enhancement of the adoption technology from a marketing perspective prompt this research to focuses on the relationship between the utilization of social media Facebook as advertising with sales performance. Thus this study analyzes the factors that can influence when adopting Facebook as an advertising medium in the agribusiness sector SMEs and their impact on  sales  performance.  This  research focuses  on  SMEs  in  the  East  Java  region  of Indonesia. The research data was conducted quantitatively by giving questionnaires to SME owners. 102 valid data were received and analyzed using PLS analysis with the help of the SmartPLS 3.0 application. To examine the factors that can influence the adoption of SMEs to use Facebook ads, we use the TAM and DIT models, and we add other variables such as demographic targeting, interactivity and brand awareness. The results show that all of these factors have a significant influence on the use of Facebook ads. Next, we also analyze the impact of using Facebook ads on sales performance. The result shows that using Facebook ads as a marketing tool will improve SME sales performance.