Social Media Adoption in the Marketing Strategy of Radiant Buket SME: A UTAUT Model Approach

Social Media Adoption in the Marketing Strategy of Radiant Buket SME: A UTAUT Model Approach

The advancement of digital technology has encouraged SMEs to adopt social media as part of their marketing strategies to enhance customer engagement and expand market reach. This study aims to analyze the factors influencing social media adoption by Radiant Buket SME using the Unified Theory of Acce...

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Bibliographic Details
Main Authors: Asniati Bindas, Suharno Pawirosumarto, Lusiana Lusiana, Silvia Sari
Format: Article
Language:Indonesian
Published: Islamic University of Indragiri 2025-07-01
Series:Sistemasi: Jurnal Sistem Informasi
Subjects:
social media adoption
smes
marketing strategy
utaut
smartpls
Online Access:https://sistemasi.ftik.unisi.ac.id/index.php/stmsi/article/view/5330
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