Keywords
social influence
perceived usefulness
niat keberlanjutan menggunakan media sosial
pengalaman menggunakan media sosial
usaha kecil
How to Cite
Abstract
Penelitian ini bertujuan untuk mengetahui implementasi technological acceptance model (TAM) pada penggunaan media sosial oleh usaha kecil. Populasi dalam penelitian ini adalah usaha kecil yang berada di Kota Yogyakarta dengan sampel 159 responden. Pengumpulan data dilakukan dengan cara menyebar kuisioner kepada responden dan dianalisis dengan teknik analisis data regresi linier sederhana dan analisi regresi moderasi. Hasil penelitian ini adalah social influence berpengaruh signifikan terhadap perceived usefulness begitu juga perceived usefulness dengan niat keberlanjutan menggunakan terdapat pengaruh yang signifikan. Sedangkan social influence tidak berpengaruh signifikan terhadap niat keberlanjutan untuk menggunakan media sosial begitu juga dengan adanya penambahan variabel moderasi yaitu pengalaman menggunakan media sosial juga tidak terdapat pengaruh yang signifikan.
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