Nilai Dari Penggunaan Media Sosial Pada Retail Tas Batam

Abstract

The development of the internet is expanding, the entrepreneur needs to consider

the utilization of computer technology and telecommunications to do business (E- business). Batam is an industrial city located on the border of the State, thus

making the Batam become werehouse imported products. The use of social media by retail bags in Batam has been mushrooming at present. This research aims to find out whether the factors that encourage the use of social media usage against the perception of the value of the use of social media (internal operations, customer service, marketing and sales). Data analysis techniques used in this research is the analysis of PLS-SEM. Results from this study are consistent with previous research suggesting that competence in technology, customer pressure, competitive pressures, and mobile environment positive effect against the use of social media by retail bag Batam, different from the competitive pressures that influence negatively. Social media use the positive effect of the use of social media (internal operations, marketing, sales and customerservice). The limitations in this study was the only one researching social media users retail bag Batam, so research can then use wider sample of such retail fashion (shoes, clothes, bags, etc).