ANTESEDEN DAN KONSEKUEN PENGGUNAAN MEDIA SOSIAL BAGI UMKM: ANALISIS PERSPEKTIF ORGANISASI

Utilization of social media technology for business interests has been widely done both in large
companies and MSMEs (Micro, Small and Medium Enterprise). Utilization of social media for
MSMEs is very important to face the competition in this globalization era. This study empirically
examines the antecedents of social media usage and its impact on MSMEs performance based
on the Technology-Organization-Environment framework and Resource Based View theory. The
survey method by distributing questionnaires was conducted to MSMEs from various industries
in Magelang. Analysis with SEM-Partial Least Square indicates that customer pressure and
mobile environment are significant factors affecting the use of social media. Furthermore, the
dimensions of the impact on internal operations, sales, marketing and customer service are
significant and make the value of social media usage for MSMEs. Technological competence
and competitive pressure does not affect the social media usage for MSMEs.

Keywords: social media, SMEs, organization perspective, TOE, RBV