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Promoting the Use of Social Commerce on SME in the Context of Logistics: UTAUT Model Examination

Author

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  • Zamrudi Zakky
  • Wicaksono Teguh

    (Islamic University of Kalimantan, Department of Management, Indonesia)

Abstract

Small and Medium Enterprises (SME‟s) was proven to increase the country economic condition due to its capability to retain the product and capital flow stay inside. SME‟s tend to be more creative than the large and traditional enterprises, though the profitability may vary across segment. The rise of technology has brought the customer to be more educated related to product due the ease of information dissemination. Web 2.0 was the basic of today’s social media communication in the context of logistics, enabling the society to directly interconnected one to another. Based on this reason, this study proposed an alternative to understand the SME’s owner in adopting the use of social media for business and logistics purposes including marketing, sales, product announcement, etc. This study involved 53 respondent around south east Kalimantan. The data was analyzed by using GSCA analysis due to its ability to explore the effect amongst variable while ensuring the consistencies. The results present that all exogenous variables show a positive and significant effect, though the only variable showing non-significant effect is the performance expectancies. The greatest effect is shown by the social factor on attitude towards the social commerce.

Suggested Citation

  • Zamrudi Zakky & Wicaksono Teguh, 2018. "Promoting the Use of Social Commerce on SME in the Context of Logistics: UTAUT Model Examination," LOGI – Scientific Journal on Transport and Logistics, Sciendo, vol. 9(2), pages 73-82, November.
    • Handle: RePEc:vrs:logitl:v:9:y:2018:i:2:p:73-82:n:8
    DOI: 10.2478/logi-2018-0020
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    Cited by:

    1. Zainul Mohammad & Zamrudi Zakky, 2019. "Social Media: Factor Influencing Personal Transport for Leisure," LOGI – Scientific Journal on Transport and Logistics, Sciendo, vol. 10(1), pages 79-86, May.
    2. Kwang O. Park, 2020. "A Study on Sustainable Usage Intention of Blockchain in the Big Data Era: Logistics and Supply Chain Management Companies," Sustainability, MDPI, vol. 12(24), pages 1-15, December.

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