The Analysis of Instagram Technology Adoption as Marketing Tools by Small Medium Enterprise

Abstract

In today’s technology driven world, not all technologies could be adopted easily. There are many factors that affect its level of adoption; the most common factors are the perception of usefulness and perceived ease of use. Instagram is a picture-based social media tools or applications which also offer a photo-editing features to create a better desirable results. The theory that is appropriate to test the level of adoption and factors that influence Instagram is Technology Acceptance Model (TAM). TAM explains the behavior of users towards technology adoption. The population of this research is the Instagram users residing in Indonesia. Samples will be obtained using non-probability purposive (judgmental) sampling. Data analysis will be done using path analysis. The result of this research could determine the factors that significantly affect the acceptance of technology similar to Instagram and hence applications can achieve a similar adoption rate as Instagram.