Antecedents and Consequences of Social Media Adoption in Muslim Community Based Nonprofit Organization

This study aimed to determine the factors influencing Social Media Adoption in the Muslim Community Tourism Awareness Group (Pokdarwis) in East Kalimantan. This type of verification research uses the explanatory research method, which explains the relationship between research variables and hypothesis testing. The important results of this research are: first, Agent Personality Traits significantly positively influence the Adoption of Social Media Marketing on marketing activities in the Muslim Community Tourism Awareness Group (Pokdarwis). This shows that the higher the Agent Personality Traits, dominated by the indicator of discovering new things, the higher the Adoption of Social Media Marketing will be. Second, Adopter Characteristics significantly positively influence the Adoption of Social Media Marketing in marketing activities in the Muslim Community Tourism Awareness Group (Pokdarwis). This shows that the higher the Adopter Characteristic, dominated by organizational policy indicators, the higher the Adoption of Social Media Marketing. The adoption of Social Media Marketing significantly positively influences Relational Benefits in marketing activities in the Muslim Community Tourism Awareness Group (Pokdarwis). This shows that the higher the Adoption of Social Media Marketing, dominated by the effective indicator, the higher the Relational Benefits.

کلیدواژه ها:

Awareness ، Benefits ، Personality ، Relational ، Tourism