FACTORS AFFECTING THE SELECTION OF SOCIAL MEDIA IN INDONESIA AS ECOMMERCE FROM A SELLER'S PERSPECTIVE

Social media actually aims to facilitate the formation of social networks or social relationships between people who have the same interests, activities, backgrounds, or real-world relationships through online sites, so that among users it is possible to share ideas, activities, events, and other interests in the network either individually or in groups. Research on how business actors want to make decisions to use social media for their e-commerce activities has not been developed much, so in this case it is necessary to examine what factors can influence business actors to make decisions to utilize social media for e-commerce activities they. This study only analyzes technology acceptance factors which are used as independent variables, namely performance expectancy, effort expectancy, perceived trust, perceived cost, social influence, facilitating conditions, and behavioral intention and use behavior as the dependent variable. The technique used is an approachUnified Theory of Acceptance and Use of Technology (UTAUT2) and Technology Acceptance Model (TAM).