ADOPSI MEDIA SOSIAL TERHADAP KINERJA UMKM KREATIF DI KABUPATEN TUBAN MENGGUNAKAN TECHNOLOGY-ORGANIZATION-ENVIRONMENT (TOE)

Al'ula, Zahril Maulana Jilham (2025) ADOPSI MEDIA SOSIAL TERHADAP KINERJA UMKM KREATIF DI KABUPATEN TUBAN MENGGUNAKAN TECHNOLOGY-ORGANIZATION-ENVIRONMENT (TOE). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) menghadapi tantangan dalam mengelola persaingan dan perubahan lingkungan yang dinamis. Penelitian ini bertujuan menganalisis faktor-faktor yang mempengaruhi adopsi media sosial dan dampaknya terhadap kinerja UMKM kreatif di Kabupaten Tuban. Metode yang digunakan adalah kuantitatif dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui kuesioner dari 156 responden UMKM kreatif di Kabupaten Tuban. Hasil penelitian menunjukkan bahwa faktor teknologi, organisasi, dan lingkungan mempengaruhi adopsi media sosial secara signifikan, namun hanya faktor lingkungan yang berpengaruh signifikan terhadap kinerja UMKM. Adopsi media sosial terbukti memiliki pengaruh positif terhadap kinerja UMKM kreatif dan memediasi hubungan antara faktor teknologi dan organisasi dengan kinerja UMKM. Namun, strategi bisnis tidak memoderasi hubungan antara adopsi media sosial dan kinerja UMKM. Penelitian ini berkontribusi pada pengembangan teori adopsi teknologi di UMKM kreatif dan menunjukkan pentingnya media sosial dalam meningkatkan kinerja UMKM. Secara manajerial, disarankan agar UMKM kreatif lebih proaktif mengadopsi teknologi digital, khususnya media sosial, serta meningkatkan kompetensi melalui pelatihan dan inovasi. Pemerintah daerah diharapkan dapat mendukung digitalisasi UMKM melalui regulasi, infrastruktur, dan program pelatihan.
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Micro, Small, and Medium Enterprises (MSMEs) face challenges in managing competition and a dynamic environment. This study aims to analyze the factors influencing the adoption of social media and its impact on the performance of creative MSMEs in Tuban Regency. The method used is quantitative with a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. Data were collected through a questionnaire from 156 respondents of creative MSMEs in Tuban Regency. The results show that technology, organizational, and environmental factors significantly influence social media adoption, but only the environmental factor has a significant impact on MSME performance. Social media adoption was found to have a positive effect on creative MSME performance and mediates the relationship between technology and organizational factors with MSME performance. However, business strategy does not moderate the relationship between social media adoption and MSME performance. This research contributes to the development of technology adoption theory in creative MSMEs and highlights the importance of social media in improving MSME performance. From a managerial perspective, it is recommended that creative MSMEs be more proactive in adopting digital technologies, especially social media, and improve their competencies through training and innovation. Local governments are expected to support the digitalization of MSMEs through regulations, infrastructure, and training programs.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Adopsi Media Sosial, Kinerja, TOE, Tuban, UMKM Kreatif, Creative MSMEs, Performance, Social Media Adoption, TOE, Tuban
Subjects:	H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. H Social Sciences > HM Sociology > HM742 Online social networks.
Divisions:	Faculty of Business and Management Technology > Business Management
Depositing User:	Zahril Maulana Jilham Al'ula
Date Deposited:	01 Feb 2025 04:08
Last Modified:	01 Feb 2025 04:08
URI:	http://repository.its.ac.id/id/eprint/117405

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