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 socialmedia. The use of social media in business is to play a role in spreading product informationonline to consumers so that it supports the creation of optimal performanceproductivity and maximum profitability. This study aims to empirically examine theuse of social media by SMEs in Badung Regency using the perspective of TechnologyAcceptance Model (TAM) theory. Structural equation modeling (SEM) with Smart-PLS 3.0 software was used to analyze 390 questionnaires distributed to MSME managerswho were registered at the Cooperative and UMKM Office of Badung Regency.This research has provided empirical evidence that perceptions of ease of use, perceivedBenefit and intention to use social media as a determinant of MSME behaviorin the use of social media and then self-efficacy of social media as antecedents in theuse of social media for MSME