Model of Using Social Media in Business Activities for the Students of Bali State Polytechnic

DOI

10.2991/978-2-494069-83-1_52How to use a DOI?

Keywords

Social Media; Business Activities; Bali State Polytechnic Students; Uses and Gratifications Theory

Abstract

The information technology advancement during the 5.0 era has made most human activities take place online. Student activities mostly depend on the use of online media, especially social media for learning needs, entertainment, and business activities. For business activities in particular, with the students’ speed of adoption and adaptation on social media, students have a great opportunity to maximize all the advantages of social media. The purpose of this study was to identify the use of social media by Bali State Polytechnic (herein after refers as BSP) students for business activities. As a vocational college focused on applied subjects the use of applied-based applications by directly becoming an actor in the business world is very necessary. This study uses the Uses and Gratifications theory to explain the students’ behavior in utilizing social media for business activities. with a random sampling survey, 33 students (respondents) were obtained who use social media for business activities. The result shows that characteristics of respondents, namely active students who run their business through promotions on social media, are at most 20 years old (37%), most are at the fourth diploma level (73%), the most respondents are from the fourth semester (46%), with the most businesses being run in the food and beverage sector (37%), and businesses running through social media for one year (58%). The most used social media is Instagram (36%), then the second one is WhatsApp which is also a supporter of consumer feedback communication. The most uploaded contents in the social media are a combination of photo, written and video, as many as 52% of respondents. The involvement of other parties in the creation of social media content is mostly maximizing consumer testimonials as many as 76% of respondents. The best time to do activities on social media is from 18.00 to 22.00 (30% of respondents), with a duration between 1 to 3 h (73% of respondents) every day. The model of using social media in business activities by respondents with three important things, namely managing time for lecture activities and social media activities, creating social media content, and involving other parties (testimonials and influencers) to upload social media content.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - I. Made Widiantara
AU  - Kadek Dwi Cahaya Putra
AU  - Cokorda Gede Putra Yudistira
PY  - 2022
DA  - 2022/12/30
TI  - Model of Using Social Media in Business Activities for the Students of Bali State Polytechnic
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
PB  - Atlantis Press
SP  - 288
EP  - 293
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-83-1_52
DO  - 10.2991/978-2-494069-83-1_52
ID  - Widiantara2022
ER  -