The purpose of the research is to analyze the behavioral intention to adopt social media in SMEs affected by the COVID-19 crisis, based on the TOE Model. This study uses the TOE framework as a theoretical basis. This research is important because COVID-19 has destroyed most of the SMEs, and SMEs are exposed to social media technology to market their products. The success of social media adoption has helped SMEs to be able to rise from adversity. Respondents in this study were 250 SMEs in the Special Region of Yogyakarta, Indonesia. The data analysis technique used is structural equation modeling with AMOS. The results of this study indicate that SMEs affected by the COVID-19 crisis have a high awareness of social media and have a high intention to adopt social media as a way to market their products and connect with customers. The intention to adopt social media is significantly influenced by the technological context, organizational context, environmental context, and social media awareness. The findings of this study suggest that in times of crisis due to the COVID-19 pandemic, the Government support is needed. The Government needs to open services for SMEs whose businesses are affected by the pandemic.
This research aims to analyze marketing strategy of tourism in Yogyakarta using SWOT analysis. This research is using Community Based Tourism (CBT) approach. CBT is the empowerment of local community where they are involved in the planning, managing, and decision making for the development. The urgency of this research is the demand from Indonesian government for tourism development in Special Region of Yogyakarta in order to make Yogyakarta as a leading tourism destination in Southeast Asia. This research is conducted in Yogyakarta that has four districts and one city. The data used in this research is primary and secondary data. The respondents are foreign and domestic tourists and stakeholders officials. The number of respondents is 300 people. The data is collected by convinience sampling. The secondary data analysis shows that foreign and domestic tourists who come to Special Region of Yogyakarta is relatively increasing in the last three years. Tourism destination in Special Region of Yogyakarta which based on community is also increasing and always innovating. The primary data analysis shows thattourism destination quality, satisfaction, and image according to the visitor perception is good, but the visitor loyaly shows a bad result. Most of the tourists visit Special Region of Yogyakarta just once and it is just a transit destination. The strategy that is necessary to increase the visit in tourism destination for tourists can be done through promotion of cultural destination that is quite attractive for the tourists. An integrated promotion for CBT needs to be more improved.
This study aims to analyze the resistance to adoption of social media technology in SMEs in Yogyakarta. This research was conducted through a survey of respondents in SMEs using a questionnaire. The number of respondents in this study was 150 SMEs. Data analyser using SEM-PLS. The results of this study indicate that adoption resistance is influenced by manager support, organizational readiness and knowledge of SME managers. Manager support is the most substantial determining factor for SMEs in adopting the technology. The contribution of this research is to add theoretical support to adoption resistance. The resistance to social media adoption in SMEs is unique because the adoption of social media technology is needed during difficult times such as during the Covid-19 pandemic, but many SMEs do not want to adopt it.
This study aims to analyze pro-environmental behavior that is influenced by perceived behavioral control, subjective norms, environmental attitude, and intention. This research is based on the Theory of Planned Behavior. This study uses students as respondents because students are young people who are most responsible for environmental preservation both now and in the future. Higher education is also often the foundation for various student social movements when it comes to values and pro-environment associations. This research was conducted to address empirical issues related to the relationship between attitudes to pro-environmental behavior which is still being debated. This argument becomes an important basis for analyzing the level and relationship of pro-environmental behavior and students' attitudes towards environmental sustainability. The intention is the influencer's biggest for the behavior of pro-environmental students, but not all research yields the same answer depending on the behavior and case, as well as the pro-environment attitude. This study used 250 student respondents. The data analysis tool used is PLS-SEM 3.2.8. The results of this study explain that pro-environmental behavior can be influenced by perceived behavioral control and intention to behave pro-environment. Also, the results of this study showed that perceived behavioral control, subjective norms, and attitudes also affect intention.
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