Abstract

The Covid-19 pandemic has imposed the government to provide a mass restriction policy, and businesses respond to this issue by adopting technology and social media marketing. This study aims at highlighting the determinant factors affecting technology adoption, social media marketing, and business sustainability. The study involved a quantitative approach with partial least squares structural equation modeling to obtain a deep understanding of this phenomenon. The research was incorporated with small and businesses in East Java Provincial in Indonesia employing an online questionnaire. The findings show that the adoption of internet/e-business technology can be explained by perceived usefulness, perceived ease of use, and cost. Furthermore, it has a link between internet/e-business technology, social media marketing, and SMEs’ sustainability. However, the cost variable failed in demonstrating the implementation of social media marketing by SMEs. This work strongly suggests that the adoption of internet/e-business technology and social media marketing successfully explains the mediating role between variables. Despite this work solely conducted in East Java, this research is the initial phase in a study associated with SMEs’ sustainability in the Covid-19 pandemic in Indonesia.

摘要

Covid-19 大流行迫使政府提供大规模限制政策，企业通过采用技术和社交媒体营销来应对这一问题。本研究旨在强调影响技术采用、社交媒体营销和业务可持续性的决定性因素。该研究涉及采用偏最小二乘结构方程建模的定量方法，以深入了解这一现象。该研究与印度尼西亚东爪哇省的小型企业进行了在线问卷调查。研究结果表明，互联网/电子商务技术的采用可以通过感知有用性、感知易用性和成本来解释。此外，它与互联网/电子商务技术、社交媒体营销和中小企业的可持续性之间存在联系。然而，成本变量未能证明中小企业对社交媒体营销的实施。这项工作有力地表明，互联网/电子商务技术和社交媒体营销的采用成功地解释了变量之间的中介作用。尽管这项工作仅在东爪哇进行，但这项研究是一项与印度尼西亚 Covid-19 大流行中中小企业的可持续性相关的研究的初始阶段。