Abstract:
The purpose of this study was to determine the success rate of social media as a promotional
medium for online business development. Research data were collected by means of literature
studies and questionnaires. The questionnaire uses the online-based Google form service. The
devices used are hardware and software. Data analysis was performed using multiple linear
regression methods. The results of the analysis of the success rate of Instagram social media as a
promotional medium for online business people using the Technology Acceptance Model (TAM)
method can be concluded that by taking respondents twice, where the initial respondents were
taken as many as 25 people in order to find out the validity test with valid results and test
Reliability with Reliable results. Then the final respondent was taken again as many as 100
respondents in order to find out the average value for each variable and it is known that 63,9%
of the value indicates that Behavioral Intention in Use (BITU) is influenced by Perceived Ease of
Use (PEOU), Perceived Usefulness (PU), Attitude Towards Using (ATU), while the remaining
26.1% is influenced by other factors not examined in this study.
