The Role of Community to Encourage Micro, Small, and Medium Enterprises in Marketing Digital Adoption Behavior

DOI

10.2991/absr.k.220207.062How to use a DOI?

Keywords

Community; Covid-19; MSMEs; social media; Sonjo community

Abstract

Covid-19 had a major impact on Micro, Small and Medium Enterprises (MSMEs). SONJO community is a humanitarian organization that focuses on efforts to help MSMEs affected by Covid-19, by encouraging MSMEs to carry out marketing activities through social media. This study aims to analyze the acceptance of digital marketing technology through social media on MSMEs who were members of the community, by comparing the adoption process for MSMEs that were not members of the community. The study was conducted using a survey design and respondents were determined by using a purposive sampling method. Data was collected using a close ended questionnaire. The number of respondents were 145 MSMEs, 74 members of SONJO and 71 non-community members. Data was analysed using Partial Least Square. The results showed that perception ease of use (PEU) affected perception of usefulness (PU) with β=0.47(p≤0.001) and then PEU and PU affected attitudes towards social media (ATSM) respectively with β=0.7(p≤0.05) and β=0.34(p≤0.001) in MSMEs community members. ATSM and popularity of social media (PSM) affected intention to use social media (IUSM) with a value of β=0.72(p≤0.001) and β=0.22(p≤0.05), however, trust in social media (TSM) was not significantly affect IUSM β=−0.01(p≥0.05). IUSM affected adoption behavior with β=0.9(p≤0.05). Different results for MSMEs who were not community members indicating that PEU affected PU with β=0.73(p≤0.05). PU influenced ATSM with β=0.9(p≤0.05), while effect of PU on ATSM was not significant, with a value of β=0.05(p≥0.05). Furthermore, ATSM, PSM and TSM affected IUSM by β=0.48(p≤0.001); β=0.48(p≤0.01); and β=0.21(p≤0.05). IUSM affected behavior of β=0.90(p≤0.01). It can be concluded that education carried out by the community was able to accelerate MSMEs SONJO community to adopt social media technology, although trust did not affect attitudes towards social media in marketing activities.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Adellina Sendy Widyaswara
AU  - Suci Paramitasari Syahlani
AU  - Fransiskus Trisakti Haryadi
PY  - 2022
DA  - 2022/02/24
TI  - The Role of Community to Encourage Micro, Small, and Medium Enterprises in Marketing Digital Adoption Behavior
BT  - Proceedings of the 9th International Seminar on Tropical Animal Production (ISTAP 2021)
PB  - Atlantis Press
SP  - 297
EP  - 300
SN  - 2468-5747
UR  - https://doi.org/10.2991/absr.k.220207.062
DO  - 10.2991/absr.k.220207.062
ID  - Widyaswara2022
ER  -