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