The Influence of Embedded Social Media and Marketing Communication Online Toward Indonesian SME
- Keywords
- Social media, adoption of innovation, marketing communications
- Abstract
Communication technology makes the smartphone attached (embedded) in he life of the individual users This study aims to determine the Influence of embedded social media and marketing communication online toward Indonesian SME preparation in dealing AEC (ASEAN Economic Community). AEC is an agreement between ASEAN countries to establish a free trade area of cooperation with the goal of improving the economic competitiveness of the ASEAN region. It forces ASEAN countries to compete openly, moreover, a critic al attitude appears on the readiness of Indonesia to face free competition. In the theory of diffusion innovation, Rogers states that the adoption of innovations is one way of individual to adapt to environmental changes. This study is carried out by an explanatory survey method with questionnaires as the main instrument of data collection. Result study shows all variables have a strong and positive influence. Adoption of social media can be used as a communication media innovation marketing of SME’s products. Adoption of social media is also a short -cut for SME’s in the face of free competition in the era of MEA.
- Copyright
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Nurprapti Wahyu Widyastuti PY - 2018/12 DA - 2018/12 TI - The Influence of Embedded Social Media and Marketing Communication Online Toward Indonesian SME BT - Proceedings of International Conference on Issues in Social and Education Research (ICISER 2017) PB - Atlantis Press SP - 124 EP - 130 SN - 2352-5398 UR - https://www.atlantis-press.com/article/55910581 ID - Widyastuti2018/12 ER -