ANALYSIS OF THE USE OF SOCIAL MEDIA MARKETING FOR MSMES IN A TECHNOLOGY CONTEXT
This article aims to analyze the factors contributing to social media use (interactivity and compatibility) in the context of technology, and to investigate their impact on the performance of MSMEs (Micro, Small and Medium Enterprises) in Indonesia, Indonesia. Data collection was conducted through distributing questionnaires to 97 MSMEs in Indonesia, Indonesia. The Partial Least Squares (PLS) method was then used to test the hypothesis. The results showed that in a technological context, interactivity and compatibility were identified as factors that influenced MSMEs in Indonesia to use social media. Moreover, the use of social media by MSMEs in Indonesia was found to have a positive effect on marketing performance. The limitations of this study are the fact that the sample consists of both registered and unregistered MSMEs at the Indonesia Regency office, therefore there is not enough sample data to obtain a representative sample of MSMEs in Indonesia. In addition, this research did not focus on one social media platform, where each platform has its own set of unique and different characteristics. Nevertheless, the results will motivate and guide MSMEs towards using social media for their business activities and utilize new technologies. This research is the first empirical study that investigates the factors for social media use in the context of technology and their impact on marketing performance in a developing country, due to its focus on MSMEs in Indonesia.
Interactivity, compatibility, social media use, marketing performance