Determinasi Adopsi Media Sosial pada Usaha Mikro, Kecil, dan Menengah di Wilayah Non-Metropolitan: Pengujian Kerangka Technology-Organization-Environment

Bahrul Ilmi; Winanda Tuah Rizkya

doi:10.30640/trending.v2i2.3427

Authors

Bahrul Ilmi Universitas Gunung Leuser
Winanda Tuah Rizkya Universitas Gunung Leuser

DOI:

https://doi.org/10.30640/trending.v2i2.3427

Keywords:

Digital Marketing; MSME Digitalization; Non-Metropolitan Sector; Social Media Adoption; Technology-Organization-Environment (TOE)

Abstract

The uneven adoption of social media among micro, small, and medium enterprises (MSMEs) in non-metropolitan areas indicates that digital transformation depends on technological, organizational, and environmental conditions. This study examines the determinants of social media adoption among MSMEs in Southeast Aceh Regency using the Technology-Organization-Environment (TOE) framework. A quantitative explanatory design was applied to 80 MSME owners selected through purposive sampling. Primary data were collected using a five-point Likert questionnaire and analyzed with multiple linear regression in IBM SPSS 26 after validity, reliability, and classical assumption testing. Technology had a positive and significant effect on social media adoption (B = 0.326; t = 2.781; p = 0.007), as did Organization (B = 0.294; t = 2.463; p = 0.016) and Environment (B = 0.381; t = 3.214; p = 0.002). Environment was the strongest predictor. The three TOE dimensions jointly affected adoption (F = 28.416; p < 0.001), explaining 52.7% of the variance (Adjusted R² = 50.8%). The findings support the relevance of TOE for explaining MSME digital adoption in a non-metropolitan context and highlight the importance of digital infrastructure, practical content-marketing training, and strengthened digital literacy for local entrepreneurs.

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