Komunikasi Inovasi Berbasis Media Sosial Pada Umkm: Sintesis Literatur Mengenai Faktor Penentu, Proses Difusi, Dan Dampaknya Terhadap Kinerja Usaha

Abstract

This study synthesizes scientific literature on social media-based innovation communication in
Small and Medium-sized Enterprises (SMEs), grounded in Everett Rogers' Diffusion of
Innovations Theory. Using systematic literature review of ten peer-reviewed articles from Scopusindexed
journals (2019–2025), the analysis identifies three central dimensions: determinants of
adoption (entrepreneurial orientation, digital literacy, social networks, competitive pressure);
diffusion processes through Instagram, TikTok, Facebook, and WhatsApp mediated by opinion
leaders and early adopters; and impacts on business performance including sales growth, brand
awareness, market expansion, and communication efficiency. A research gap is identified in the
scarcity of holistic studies integrating all three dimensions. A conceptual model is proposed linking
these dimensions cohesively within the Rogers framework.