Managerial Support, Time Constrain and User Pressure on Digital Technology Adoption

Abstract

: This study aims to explore and analyze the factors that influence the adoption of digital technology mediated by the intention to adopt the technology. The variables used as antecedents of digital adoption are managerial support, time constraints and pressure from users. The object of this research is the adoption of digital technology-based social media marketing. This study used a survey of respondents. The number of samples used is 210 SMEs in the Special Region of Yogyakarta and South Sumatra Indonesia. The data analysis tool used is Structural Equation Modeling. The results of this study indicate that the model of digital technology adoption that is influenced by managerial support, time constraints and pressure from users by mediating the intention to adopt can be accepted.