Factors Affecting Social Media Adoption Among SMEs in Jakarta

Abstract

At this time, SMEs are required to understand and study technological developments in adopting social media to improve business performance. In practice, social media adoption is influenced by several factors. For this reason, the purpose of this study is to obtain empirical evidence regarding whether the technological context, organizational context, and environmental context positively affect social media adoption. The sample was taken by using purposive sampling technique. An online questionnaire was used to obtain the data with SME owners characteristics who use social media. The data collected were 103 samples. The results of this study indicate that organizational context and environmental context positively affect social media adoption, but technological context does not positively affect social media adoption on SMEs in Jakarta.