Antecedents of the Use of MSME Social Media:In The Perspective of Technology Acceptance Model Theory

Abstract

One effort to be able to improve business performance for SMEs is through social media. The use of social media in business is to play a role in spreading product information online to consumers so that it supports the creation of optimal performance productivity and maximum profitability. This study aims to empirically examine the use of social media by SMEs in Badung Regency using the perspective of Technology Acceptance Model (TAM) theory. Structural equation modeling (SEM) with Smart- PLS 3.0 software was used to analyze 390 questionnaires distributed to MSME managers who were registered at the Cooperative and UMKM Office of Badung Regency. This research has provided empirical evidence that perceptions of ease of use, perceived Benefit and intention to use social media as a determinant of MSME behavior in the use of social media and then self-efficacy of social media as antecedents in the use of social media for MSME.