Empowering Micro-Businesses: Unveiling the Catalysts behind Social Media Integration in Indonesia
Background: An enormous number of micro-businesses in Indonesia have not joined the digital platforms, despite the evident benefits associated with making this transition. One viable avenue for initiating digitalization is through leveraging social media, characterized by its cost-effectiveness and...
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| Format: | Article |
| Language: | English |
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Universitas Airlangga
2024-11-01
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| Series: | TIJAB (The International Journal of Applied Business) |
| Online Access: | https://e-journal.unair.ac.id/TIJAB/article/view/56314 |
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| _version_ | 1841554037578661888 |
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| author | Adisthy Shabrina Nurqamarani Sarah Fadilla Agus Priyanto |
| author_facet | Adisthy Shabrina Nurqamarani Sarah Fadilla Agus Priyanto |
| author_sort | Adisthy Shabrina Nurqamarani |
| collection | DOAJ |
| description | Background: An enormous number of micro-businesses in Indonesia have not joined the digital platforms, despite the evident benefits associated with making this transition. One viable avenue for initiating digitalization is through leveraging social media, characterized by its cost-effectiveness and expansive reach to consumers
Objective: This study aims to identify the catalyst behind the social media adoption of micro-businesses in the culinary sector in Indonesia
Method: This study adopts a qualitative approach, involving interviewing seven micro-businesses owners in Indonesia who were selected through purposive and snowball sampling. Thematic analysis was employed to derive meaningful conclusions.
Results: The study’s findings suggest that subjective norms, perceived usefulness, perceived ease of use, perceived behavioral control, competitive pressure, customer demand, and government support hold important roles in the adoption of social media in micro and small businesses. Considering the importance of government support, it can play a pivotal role by providing support and incentives for MSMEs to integrate social media into their operation. Additionally, strategies for positioning businesses in the digital landscape should be developed, keeping customer demand in mind.
Conclusion: Leveraging social media presents a cost-effective means for digitalization. This qualitative study unveils the key drivers: subjective norms, perceived usefulness, ease of use, behavioral control, competitive pressure, customer demand, and government support. Government intervention and customer-centric strategies are crucial for successful social media adoption.
Keywords: Digital marketing; micro business: social media integration |
| format | Article |
| id | doaj-art-67ca4e6e70f14da18315cca5f64469b5 |
| institution | Kabale University |
| issn | 2599-0705 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Universitas Airlangga |
| record_format | Article |
| series | TIJAB (The International Journal of Applied Business) |
| spelling | doaj-art-67ca4e6e70f14da18315cca5f64469b52025-01-09T03:54:39ZengUniversitas AirlanggaTIJAB (The International Journal of Applied Business)2599-07052024-11-018219821110.20473/tijab.v8.I2.2024.5631454478Empowering Micro-Businesses: Unveiling the Catalysts behind Social Media Integration in IndonesiaAdisthy Shabrina Nurqamarani0https://orcid.org/0000-0002-7533-8650Sarah Fadilla1https://orcid.org/0000-0002-5950-150XAgus Priyanto2Universitas TerbukaUniversitas TerbukaUniversitas TerbukaBackground: An enormous number of micro-businesses in Indonesia have not joined the digital platforms, despite the evident benefits associated with making this transition. One viable avenue for initiating digitalization is through leveraging social media, characterized by its cost-effectiveness and expansive reach to consumers Objective: This study aims to identify the catalyst behind the social media adoption of micro-businesses in the culinary sector in Indonesia Method: This study adopts a qualitative approach, involving interviewing seven micro-businesses owners in Indonesia who were selected through purposive and snowball sampling. Thematic analysis was employed to derive meaningful conclusions. Results: The study’s findings suggest that subjective norms, perceived usefulness, perceived ease of use, perceived behavioral control, competitive pressure, customer demand, and government support hold important roles in the adoption of social media in micro and small businesses. Considering the importance of government support, it can play a pivotal role by providing support and incentives for MSMEs to integrate social media into their operation. Additionally, strategies for positioning businesses in the digital landscape should be developed, keeping customer demand in mind. Conclusion: Leveraging social media presents a cost-effective means for digitalization. This qualitative study unveils the key drivers: subjective norms, perceived usefulness, ease of use, behavioral control, competitive pressure, customer demand, and government support. Government intervention and customer-centric strategies are crucial for successful social media adoption. Keywords: Digital marketing; micro business: social media integrationhttps://e-journal.unair.ac.id/TIJAB/article/view/56314 |
| spellingShingle | Adisthy Shabrina Nurqamarani Sarah Fadilla Agus Priyanto Empowering Micro-Businesses: Unveiling the Catalysts behind Social Media Integration in Indonesia TIJAB (The International Journal of Applied Business) |
| title | Empowering Micro-Businesses: Unveiling the Catalysts behind Social Media Integration in Indonesia |
| title_full | Empowering Micro-Businesses: Unveiling the Catalysts behind Social Media Integration in Indonesia |
| title_fullStr | Empowering Micro-Businesses: Unveiling the Catalysts behind Social Media Integration in Indonesia |
| title_full_unstemmed | Empowering Micro-Businesses: Unveiling the Catalysts behind Social Media Integration in Indonesia |
| title_short | Empowering Micro-Businesses: Unveiling the Catalysts behind Social Media Integration in Indonesia |
| title_sort | empowering micro businesses unveiling the catalysts behind social media integration in indonesia |
| url | https://e-journal.unair.ac.id/TIJAB/article/view/56314 |
| work_keys_str_mv | AT adisthyshabrinanurqamarani empoweringmicrobusinessesunveilingthecatalystsbehindsocialmediaintegrationinindonesia AT sarahfadilla empoweringmicrobusinessesunveilingthecatalystsbehindsocialmediaintegrationinindonesia AT aguspriyanto empoweringmicrobusinessesunveilingthecatalystsbehindsocialmediaintegrationinindonesia |