Analisis Faktor-faktor yang Mempengaruhi Adopsi Social Media Marketing (SMM) Studi Kasus pada Keler Bouquet

Ida Ayu Made Mega Salma Devi; Andriyono Kilat  Adhi; Alfi Rahmawati

doi:10.53682/edutik.v5i3.11748

Authors

Ida Ayu Made Mega Salma Devi Komunikasi Digital dan Media, Sekolah Vokasi, Institut Pertanian Bogor University
Andriyono Kilat Adhi Komunikasi Digital dan Media, Sekolah Vokasi, Institut Pertanian Bogor University
Alfi Rahmawati Komunikasi Digital dan Media, Sekolah Vokasi, Institut Pertanian Bogor University

DOI:

https://doi.org/10.53682/edutik.v5i3.11748

Keywords:

Adopsi, Sosial Media Marketing (SMM), TOE, UMKM

Abstract

ABSTRAK

Penelitian ini membahas faktor-faktor yang memengaruhi adopsi Social Media Marketing (SMM) pada UMKM dengan studi kasus pada Keler Bouquet, sebuah usaha florist di Sukabumi. Latar belakang penelitian didasarkan pada pentingnya pemanfaatan media sosial untuk meningkatkan daya saing dan memperluas jangkauan pasar UMKM. Tujuan dari penelitian ini adalah untuk memahami bagaimana faktor Technology Organization Environment TOE berperan dalam proses adopsi SMM. Metode yang digunakan adalah pendekatan kualitatif dengan teknik wawancara mendalam terhadap pemilik dan tim internal, serta triangulasi data dengan ahli SMM dan studi literatur. Hasil menunjukkan bahwa kemudahan penggunaan, kecocokan teknologi dengan bisnis florist, serta manfaat dalam peningkatan penjualan mendorong adopsi SMM. Dari sisi organisasi, kesiapan perangkat dan keterlibatan pemilik menjadi faktor pendukung. Namun, faktor lingkungan seperti dukungan pemerintah tidak dirasakan, sehingga pengaruhnya terbatas. Adopsi SMM terbukti memberikan dampak positif terhadap visibilitas merek, jangkauan pasar, dan kinerja bisnis Keler Bouquet.

ABSTRACT

This study discusses the factors that influence the implementation of Social Media Marketing (SMM) in MSMEs with a case study on Keler Bouquet, a flower shop business in Sukabumi. The background of the study is based on the importance of utilizing social media to increase competitiveness and expand the market reach of MSMEs. The purpose of this study is to understand how the Technology Organization Environment TOE factor participates in the process of implementing SMM. The method used is a qualitative approach with in-depth interview techniques with the owner and internal team, as well as data triangulation with SMM experts and literature studies. The results show that ease of use, suitability of technology to the flower shop business, and benefits in increasing sales encourage the implementation of SMM. From the organizational side, device readiness and owner involvement are supporting factors. However, environmental factors such as government support are not felt, so their influence is limited. The adoption of SMM has been shown to have a positive impact on brand visibility, market reach, and business performance of Keler Bouquet.

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