Penelitian Tematik: Faktor-Faktor Kritis dalam Penerapan Media Sosial oleh UMKM Komunal (Lensa TOE)
DOI:
https://doi.org/10.29407/jpeaku.v5i2.25654Keywords:
UMKM komunal, TOE, Digital marketing, Tas talikurAbstract
Penelitian ini bertujuan untuk mengeksplorasi secara tematik faktor-faktor kritis yang memengaruhi adopsi pemasaran media sosial oleh Usaha Mikro, Kecil, dan Menengah (UMKM) komunal Tas Talikur di Kabupaten Blitar, dengan menggunakan kerangka Technology-Organization-Environment (TOE). Pendekatan kualitatif dengan filosofi interpretivisme digunakan untuk menggali makna dan pengalaman subjektif para pelaku usaha dalam proses digitalisasi. Data dikumpulkan melalui observasi partisipatif dan wawancara semi-terstruktur terhadap anggota komunitas yang dipilih secara purposif. Temuan menunjukkan bahwa faktor teknologi seperti kemudahan penggunaan dan persepsi terhadap manfaat menjadi daya tarik awal, namun tantangan teknis dan kesenjangan budaya digital menghambat keberlanjutan adopsi. Pada dimensi organisasi, keterbatasan struktur internal, rendahnya literasi digital, dan dominasi aktor kunci mempengaruhi pola pengambilan keputusan. Sementara itu, pada dimensi lingkungan, tekanan pasar dan potensi digital cukup tinggi, namun belum ditopang oleh infrastruktur dan kelembagaan yang memadai. Implikasi dari penelitian ini menekankan pentingnya intervensi kebijakan yang kontekstual, pelatihan berbasis praktik, dan penguatan kapasitas kelembagaan lokal untuk mendukung transformasi digital UMKM secara berkelanjutan.
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