Model of Using Social Media in Business Activities for the Students of Bali State Polytechnic
- 10.2991/978-2-494069-83-1_52How to use a DOI?
- Social Media; Business Activities; Bali State Polytechnic Students; Uses and Gratifications Theory
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.
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Cite this article
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 -