ADOPSI DAN PENGGUNAAN MEDIA SOSIAL INSTAGRAM PADA PELAKU UMKM DENGAN PENDEKATAN MODEL PENERIMAAN TEKNOLOGI

The increasing number of micro small medium enterprise (MSME) in Indonesia shows a significant economic growth. However, 73% of those MSMEs have not fully utilized the benefit of social media technology and its platform. Instagram as one of many social media has significantly increased of users in the past few years in Indonesia. Based on survey by JakPat (2016), 52% of Instagram users in Indonesia follow the on line shop accounts. Therefore, this research was conducted to know the acceptance and utilization rate of Instagram by MSMEs using Technology Acceptance Model (TAM). Data were successfully collected from 200 respondent of SMEs located in Jakarta, Bogor, Depok, Tangerang and Bekasi. This work is a quantitative analysis with convenience sampling technique for sample collection. Questioner was used to obtain the data and Likert measurement scale with 1 to 6 interval was utilised. Subsequently, data obtained were analysed using Structural Equation Model (SEM) method with confirmatory factor analysis approach. The research resulted as follow : 1) Perceived social capital has a positive and significant impact to perceived of usefulness of Instagram; 2) Perceived social capital has a positive and significant impact to the perceived easy of use of Instagram; 3) Application self-efficacy does not have positive and significant impact to perceived of usefulness of Instagram; 4) Application self-efficacy does not have positive and significant impact to perceived ease of use of Instagram; 5) Perceived ease of use has positive and significant impact to perceived of usefulness of Instagram; 6) Perceived usefulness has positive and significant impact to the behavioral intention of Instagram user; 7) Perceived ease of use has positive and significant impact to behavioral intention of Instagram user; 8) The behavioral intention has positive and significant impact to actual usage of Instagram. Based on the mediation relationship, it can be assumed that 1) Perceived usefulness becomes mediating variable for perceived social capital to behavioral intention; 2) Behavioral intention becomes mediating variable for perceived ease of use to actual usage; 3) Behavioral intention becomes mediating variable for perceived usefulness to actual usage Key words: Micro, Small Medium Enterprise (MSME), Instagram, Technology Acceptance Model, Structural Equation Model, Confirmatory Factor Analysis, Perceived Social Capital, Application Self-Efficacy