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Abstract

Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi adopsi Social Media Marketing (SMM) pada Usaha Mikro, Kecil, dan Menengah (UMKM) serta dampaknya terhadap kinerja bisnis. Menggunakan kerangka Technology-Organization-Environment (TOE), penelitian ini menguji pengaruh faktor teknologi, organisasi, dan lingkungan terhadap adopsi SMM. Metode yang digunakan adalah kuantitatif korelasional dengan sampel 48 UMKM di Bogor dan Sukabumi, Jawa Barat, yang telah memanfaatkan media sosial sebagai media pemasaran. Data diperoleh melalui kuesioner daring dan dianalisis menggunakan uji validitas, reliabilitas, asumsi klasik, dan korelasi Pearson. Hasil menunjukkan faktor teknologi, organisasi, dan lingkungan berhubungan signifikan dengan adopsi SMM. Terdapat hubungan positif yang kuat antara adopsi SMM dan kinerja UMKM (r = 0,634; p = 0,000), yang mengindikasikan bahwa semakin tinggi adopsi SMM, semakin baik kinerja bisnis. SMM terbukti efektif meningkatkan penjualan, memperluas pasar, dan memperkuat visibilitas merek serta keterlibatan pelanggan. Implikasi bagi UMKM, yaitu pelaku UMKM disarankan mengalokasikan sumber daya (baik waktu, anggaran, maupun SDM) secara lebih terstruktur untuk pengelolaan Social Media Marketing, mengingat adopsinya terbukti meningkatkan penjualan dan ekspansi pasar. Pemerintah dan dinas terkait dapat merancang pelatihan Social Media Marketing berbasis kebutuhan UMKM, untuk mempercepat adopsi teknologi pemasaran digital.

Keywords

UMKM Social Media Marketing Teknologi Organisasi Lingkungan

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