Performance Expectancy and Facilitating Conditions Shaping Startup Founders' Attitudes on Social Media

Abstract

Digital communication platforms allow faster information dissemination including marketing strategies to approach consumers. Examining the essential of social media for startup founders, this study aims to determine the support of performance expectancy, facilitating conditions, and attitudes towards on intentions to use digital networking as a marketing strategy by startup founders. Where the study was conducted quantitatively by collecting respondents through a survey of startup founders in Bandung City (Indonesia). There were 245 entrepreneurs filling out questionnaires online, the information from responses was analyzed using the SmartPLS. Testing using a path analysis approach in line with the research hypothesis model. The results of the research found support from performance expectancy and facilitating conditions on attitudes towards startup founder on social media. Performance expectancy more dominantly influences the attitude of startup founder on social media because it is considered important before starting a business through promotion on social media. Another finding was conveyed directly that a good attitude towards startup founder can influence the intention to use social media as a promotion strategy. This study explains the importance of technological skills possessed by entrepreneurs to support performance expectancy which is considered by a startup founder.

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