Do Perceived Benefits Influence the SME Social Media Marketing?: Lesson from COVID-19
Abstract
The purpose of this paper is to contribute to highlighting the influence of Financial Support (FS), Perceived Benefits (PB), Perceived Usefulness (PEU), on Social Media Marketing (SMM), and the role of Perceived Ease of Use (PEOU) as mediating variables. We used a quantitative approach with SEM-PLS analysis. East Java Province was chosen for data collection because this province is densely populated and has a diverse population that can represent the Indonesian population. The study participants were 123 SMEs in East Java, Indonesia, which were selected using a google form by the convenience random sample method. The findings indicate that Financial Support (FS), Perceived Benefit (PB), Perceived Usefulness (PEU), and Ease of Use (PEOU) have positive effects on Social Media Marketing (SMM) adoption. Meanwhile, financial support failed to support the SMM adopted by MSMEs. This study found that Ease of Use (PEOU) was prosperous in mediating the influence of Financial Support (FS) and Perceived Benefit (PEU) on Social Media Marketing (SMM). This research is a step related to SMM for MSMEs in Indonesia during the COVID-19 pandemic.
Keywords: financial support, perceived benefits, perceived usefulness, perceived ease of use, social media marketing.
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