Crafting Digital Pathways

The COVID-19 pandemic has profoundly affected various facets of society in Indonesia, with the business sector, particularly micro, small, and medium enterprises (MSMEs), facing considerable challenges. A notable transformation brought about by the pandemic is the rapid integration of social media by MSMEs. The global lockdowns and movement restrictions disrupted supply chains, impacting raw material procurement, production, and distribution processes, resulting in substantial operational delays. This study aims to investigate the impact of social media adoption on the performance of MSMEs within the fashion sector amidst the COVID-19 pandemic. Employing the technological, organizational, and environmental framework, encompassing antecedent factors for analyzing social media adoption in MSMEs, the research utilizes purposive sampling and quantitative methods involving 266 MSME owners in Jakarta. Utilizing partial least squares structural equation modeling software for data analysis, the results of hypothesis testing reveal a positive influence of organizational impact and social media adoption on MSME performance.