Analisis Penggunaan Media Sosial Bagi UKM dan Dampaknya Terhadap Kinerja
Keywords:
UKM, media sosial, kinerjaAbstract
Era globalisasi menjadi tantangan bagi UKM untuk terus bertahan
dan memiliki keunggulan bersaing.Perkembangan teknologi informasi
terutama media sosial menawarkan berbagai manfaat bagi UKM,
diantaranya meningkatkan pangsa pasar, penjualan, dan menjalin
hubungan dengan pelanggan.Penelitian ini mengkaji motivasi
penggunaan media sosial bagi UKM dan menganalisis dampaknya
terhadap kinerja UKM.Metode surveidengan teknik convenience
sampling digunakan untuk pengumpulan data. Kuesioner disebarkan
kepada pelaku UKM yang telah menggunakan media sosial facebook
dan instagram. Berdasarkan analisis dengan SEM-PLS, penelitian ini
menemukan bukti empiris bahwa interaktivitas, efektivitas biaya dan
kompatibilitas merupakan faktor yang memotivasi UKM untuk
menggunakan media sosial.Lebih lanjut, penggunaan media sosial
bagi UKM memiliki pengaruh positif terhadap kinerja UKM yaitu
kinerja pelayanan pelanggan, penjualan, pemasaran dan operasi
internal.
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Schaupp, L. C., & Bélanger, F. (2014). The Value of Social Media for Small Businesses.
Journal of Information Systems, 28(1), 187–207. https://doi.org/10.2308/isys-50674
Scuotto, V., Del Giudice, M., & Carayannis, E. G. (2017). The effect of social networking sites
and absorptive capacity on SMES? innovation performance. Journal of Technology
Transfer, 42(2), 409–424. https://doi.org/10.1007/s10961-016-9517-0
Bisnis. Penerbit Andi. Yogyakarta.
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors
influencing the use of social media by SMEs and its performance outcomes. Industrial
Management & Data Systems, 115(3), 570–588. https://doi.org/10.1108/IMDS-07-
2014-0205
APJII, A. P. J. I. (2016). Penetrasi dan Perilaku Pengguna Internet Indonesia. Infografis Hasil
Survey 2016, 1–35.
Chai, S., Das, S., & Rao, H. R. (2011). Factors Affecting Bloggers? Knowledge Sharing: An
Investigation Across Gender. Journal of Management Information Systems, 28(3), 309–
342. https://doi.org/10.2753/MIS0742-1222280309
Chong, A. Y.-L., & Chan, F. T. S. (2012). Structural equation modeling for multi-stage analysis
on Radio Frequency Identification (RFID) diffusion in the health care industry. Expert
Systems with Applications, 39(10), 8645–8654.
https://doi.org/10.1016/j.eswa.2012.01.201
Derham, R., Cragg, P., & Morrish, S. (2011). Creating Value: An SME And Social Media.
Creating Value: An SME and Social Media, (January 2011), 1–9.
Diamantopoulos, A., and J. A. Siguaw. 2006. Formative versus reflective indicators in
organizational measure development: A comparison and empirical illustration. British
Journal of Management 17 (4): 263–282.
Hair, J. F., W. C. Black, B. J. Babin, and R. E. A. (2014). Multivariate Data Analysis 7th
edition. Pearson Education Limited.
Hoffman, D. D. L. D. L., & Fodor, M. (2010). Can You Measure the ROI of Your Social Media
Marketing? MIT Sloan Management Review, 52(1), 41–49.
https://doi.org/10.1287/mksc.1120.0768
Hung, K. P., & Chou, C. (2013). The impact of open innovation on firm performance: The
moderating effects of internal R&D and environmental turbulence. Technovation,
33(10–11), 368–380. https://doi.org/10.1016/j.technovation.2013.06.006
Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce)
on consumers? trust and trust performance. International Journal of Information
Management, 33(2), 318–332. https://doi.org/10.1016/j.ijinfomgt.2012.11.006
Koperasi dan UKM, K. (2015). Rencana Strategis Kementrian Koperasi dan UKM Republik
Indonesia 2015-2019. Retrieved from www.depkop.go.id
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From Social
to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior.
Journal of Marketing, 80(1), 7–25. https://doi.org/10.1509/jm.14.0249
Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing?
implications of definition, person, and situation for the influence of interactivity on
advertising effectiveness. Journal of Advertising, 31(4), 53–64.
https://doi.org/10.1080/00913367.2002.10673685
Lovejoy, K., Waters, R. D., & Saxton, G. D. (2012). Engaging stakeholders through Twitter:
How nonprofit organizations are\ngetting more out of 140 characters or less. Public
Relations Review, 38(2), 313–318. https://doi.org/10.1016/j.pubrev.2012.01.005
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
medium B2B brands. Industrial Marketing Management, 40(7), 1153–1159.
https://doi.org/10.1016/j.indmarman.2011.09.009
Odoom, R., Anning-Dorson, T., & Acheampong, G. (2017). Antecedents of social media usage
and performance benefits in small- and medium-sized enterprises (SMEs). Journal of
Enterprise Information Management, 30(3), 383–399. https://doi.org/10.1108/JEIM-04-
2016-0088
Pérez-gonzález, D., Trigueros-preciado, S., & Popa, S. (2017). Social Media Technologies ? Use
for the Competitive Information and Knowledge Sharing , and Its Effects on Industrial
SMEs ? Innovation Social Media Technologies ? Use for the Competitive Information
and Knowledge. Information Systems Management, 34(3), 291–301.
https://doi.org/10.1080/10580530.2017.1330007
Picoto, W., Belanger, F., & Palma-dos-Reis, A. (2012). Leveraging on Mobile Business to
Enhance Firm Performance: An Organizational Level Study. Ecis, (2012), Paper 113.
Priambada, S. (2015). Manfaat Penggunaan Media Sosial Pada Usaha Kecil Menegah (UKM),
(November), 2–3.
Purwidiantoro, M. H., S.W, K. D. F., & Hadi, W. (2016). Pengaruh Penggunaan Media Sosial
terhadap Pengembangan Usaha Kecil Menengah (UKM). Jurnal EKA CIDA, 1(1), 30–
39.
Rogers, E. M. (1995). Diffusion of innovations. Macmillian Publishing Co.
https://doi.org/citeulike-article-id:126680
Roy, S. K. (2009). Internet uses and gratifications: A survey in the Indian context. Computers in
Human Behavior, 25(4), 878–886. https://doi.org/10.1016/j.chb.2009.03.002
Schaupp, L. C., & Bélanger, F. (2014). The Value of Social Media for Small Businesses.
Journal of Information Systems, 28(1), 187–207. https://doi.org/10.2308/isys-50674
Scuotto, V., Del Giudice, M., & Carayannis, E. G. (2017). The effect of social networking sites
and absorptive capacity on SMES? innovation performance. Journal of Technology
Transfer, 42(2), 409–424. https://doi.org/10.1007/s10961-016-9517-0
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Published
2018-02-21
How to Cite
Purwantini, A. H., & Anisa, F. (2018). Analisis Penggunaan Media Sosial Bagi UKM dan Dampaknya Terhadap Kinerja. Prosiding University Research Colloquium, 304–314. Retrieved from https://repository.urecol.org/index.php/proceeding/article/view/75
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Copyright (c) 2018 Anissa Hakim Purwantini, Friztina Anisa
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