Pengaruh Faktor Sosial Dan Inovasi Personal Pada Adopsi Digital Marketing
DOI:
https://doi.org/10.21093/8y4g1t63Keywords:
digital marketing, umkm halal, social influence, personal innovativenessAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh faktor sosial dan inovasi personal terhadap adopsi digital marketing pada UMKM halal di Kalimantan Timur. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 pelaku UMKM halal yang telah menggunakan minimal satu platform digital marketing. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan bahwa Social Influence berpengaruh positif dan signifikan terhadap Behavioral Intention dengan koefisien sebesar 0,458 (t = 4,727; p < 0,05), serta menjadi faktor paling dominan. Personal Innovativeness juga berpengaruh signifikan terhadap Behavioral Intention dengan koefisien sebesar 0,374 (t = 4,129; p < 0,05). Selain itu, Behavioral Intention terbukti berpengaruh kuat terhadap Use Behavior dengan koefisien sebesar 0,600 (t = 9,825; p < 0,05). Temuan ini menunjukkan bahwa adopsi digital marketing pada UMKM halal lebih dipengaruhi oleh faktor sosial dan karakter inovatif pelaku usaha dibandingkan faktor teknis teknologi. Penelitian ini memberikan implikasi bahwa strategi peningkatan adopsi digital perlu difokuskan pada penguatan ekosistem sosial dan pengembangan mindset inovatif pelaku usaha
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