The Effect of Motivation-Opportunity-Ability (MOA) Framework in SME's Social Media Marketing Adoption

Article history: Received 28 October 2019 Accepted 10 January 2020 Published 31 January 2020 This research aimed to find out the factors which affected SMEs (small and medium sized enterprises) in adopting Facebook Advertisement. The factors utilized adoption model which has been developed in previous research by inserting Opportunity and Ability factors as a moderating effect between the influence of intention to use facebook Advertisement toward the adoption of facebook Advertisement. The background of this study was the need for the demand for the use of information technology, especially social networking in SME communication with consumers. This was intended to make SMEs survive in current technological developments. The model used in this research consisted of ten variables with nine hypotheses. Based on a survey of 100 SMEs in Indonesia, it was found that social image and perceived usefulness had a positive influence on intention to use Facebook Advertisement. However, there was no moderation effect from the Opportunity and Ability variable groups toward the relationship between Intention to use Facebook Advertisement to Facebook Advertisement Adoption.


Introduction
The development in technology and means of communication have given change and new direction in company strategy. One of new direction in company strategy is by using social media to increase social networking. One means of social media in corporate strategy business operations is to increase company value, profits, and competitiveness of the company [1,2]. The use of social media in corporate strategy is one way to improve corporate social networking [1]. Social media has changed things, including how companies communicate with consumers, deliver their services, and integrate IT systems [3,4]. One marketing utilizing social media platforms is using Facebook. Indonesian internet users on Facebook in 2019 is 76% of the total internet users in Indonesia, while the number of internet users in Indonesia reaches 63.5% of the total population in Indonesia [5].

Theoretical Background 2.1 Facebook Advertisement
One of most-used social medias is Facebook [14], that has more than 2 billions users worldwide [15]. In addition to a large enough user, Facebook is a social media which can be part of a business strategy. This is because of its ability can be modified the needs of users and it has a constant involvement with content on Facebook One of the features in Facebook which can be used in online marketing is Facebook Ads. It allows users to promote products based on geographical location, gender, age, and keywords according to the product profile you want to achieve. Facebook advertising can be a marketing tool for SMEs which is more cost effective and efficient compared to other internet-based marketing [16], [17].

Motivation-Opportunity-Ability (MOA) Framework
Previous research on social media, including Facebook only discusses internal and external factors in the use of social media [10]. Other studies discuss the technological, environmental and organizational context of enterprise system adoption [18]. Some other research uses several theories such as Theory Reasoned Action (TRA); the Theory of Planned Behavior (TPB); the Technology Acceptance Model (TAM); The Diffusion of Innovation Theory (IDT); and the Technological, Organizational and Environmental Framework (TOE) [11]. There is only limited research that use the Motivation-Opportunity-Ability (MOA) Framework to determine the adoption factor. The Motivation-Opportunity-Ability (MOA) Framework is used to accommodate motivational factors, opportunity factors and ability factors that have not been described in adoption theories in previous studies. In general, some studies only describe the theory of motivation for adoption, both internal and external motivation. MOA framework was first used to measure customer behavior in purchasing and processing brand of product [19]. This framework is also used to find out the factors which affect doctors to adopt Electronic Medical Records [20]. In the development, this framework has been widely used to understand individual behaviour based on three factors which are motivation, opportunity, and ability [21]. In the MOA Framework, in addition to the Motivation factor, there are Opportunity and Ability factors. Opportunity is the availability of time and conditions that allow the desired action to be obtained [19]. Related to the adoption of Facebook Advertisement in this study, Opportunity is the availability of time, information, opportunities, and various conditions that enable SMEs to adopt Facebook Advertisement. Ability is someone's perception of their ability to obtain the desired results [19]. In this study, Ability is the perception of SMEs about their ability in the past to the present to be able to use and adopt Facebook Advertisement. It can conclude that, Motivation is individual interest and desire to produce a behaviour. Opportunity is an external factor which makes manifesting behavior easier or more difficult. Ability is an ability owned by an individual [20][21][22]. Previous research conducted by Hadining and Sukanta [7] has defined the factors which affect SMEs in adopting Facebook Advertisement. However, in previous studies just described the development of the framework used for the adoption of Facebook ads using MOA Framework. In previous studies, there was no MOA Framework testing using real field data. In this research, measurements will be made based on data obtained to obtain the factors which most significantly affect SMEs in adopting Facebook Advertisement.

Research Hypotheses
This research aimed to find out factors which affected SMEs in adopting Facebook Advertisement. These factors were summarized in a research model which had been developed by Hadining and Sukanta [7]. This research is a continuation of research conducted by Hadining and Sukanta [7], therefore, this research directly uses the hypothesis that was developed previously. The relationships between variables and hypotheses used are shown by the research model in Fig.  1. This is done because there is no previous research that discusses the use of the MOA Framework and testing data in its effect on the adoption of Facebook Advertisement. Based on theory, there are several variables used to measure the use of Facebook advertisement (FA), in this study there are 10 variables. These variables were Social Image (SI) and Perceived Usefulness (PU) which were included in the Motivation factors category. SI is the understanding of SMEs in the use of innovation that can improve their position in social status [6]. Meanwhile, Perceived Usefulness is a person's assumption that technology can provide benefits to its users [23,24]. Infrastructure (IN), Past Experience (PE), and Self Efficacy (SE) variables were incorporated in the Ability factors. Trial of Faebook Advertisement (FAT) Variables, Information Access (ATI), and The Ability System to Adapt (SA) are incorporated in Opportunity factors. Another variables to explain this relationship are SMEs Intention to Use Facebook advertisement (ITUFA) and Facebook Advertisement Adoption (FAA) There are nine hypotheses [7] which were used in this study based on the research model which can be seen in Fig. 1, as follows:

Methodology
This research aimed to find out factors which affected adoption of Facebook Advertisement conducted by SMEs. Involved variables were used in testing models quantitatively and validly. Quantitative tests were conducted using Partial Least Square (PLS) which was part of a strong and flexible Structural Equation Model (SEM) in the handling. Sampling was carried out using purposive sampling technique with a total sample used of 100 samples. Furthermore, 100 questionnaires were distributed directly by visiting the SME actors. scale with a value range of 1-6. Ech score had each meaning in which 1 for "Strongly Disagree", 2 for "Disagree", 3 for "Rather Agree", 4 for "Quite Agree", 5 for "Agree", and 6 "Strongly Agree".
Questionnaires which had been distributed to respondents were then collected to conduct the analysis. This research used the assistance of SmartPLS 3.0 software to see the direction of the relationship and bootstrap used to assess standard errors and statistical T values.

Data Analysis and Results
Statement Model Partial Least Square (PLS) was used in analyzing the data. This method was chosen because the research model which was used involved more than one dependent variable. In addition, PLS was used because it has the ability to describe relationships between variables simultaneously. Data processing using PLS consists of two stages which are the outer model and the inner model. Outer models were assessed based on convergent validity, discriminant validity and reliability. Meanwhile, the inner model was based on the R-Square value and path coefficient.
Questionnaire are distributed to 100 SMEs which are as respondents of the research. The number of respondents was obtained from the calculation of the Slovin formula with 10% accurancy level [25] and the total population of SMEs in Indonesia of 1,271,440 units [26]. By using the Slovin formula the number of research samples is 99 units, then rounded to 100 units of SMEs. The research questionnaire consist of two parts. Part I which contains respondents 'demographic profile data, part II consists of statements related to SMEs' perceptions about the use of Facebook Advertisement. Questionnaires are distributed to SMEs directly using paper based questionnaires. Research respondents are SMEs located in the Karawang Indonesia area. Karawang is one of the largest industrial cities in Indonesia. Table 1 is a recapitulation of the results of respondents in questionnaire Part I.  Table 1 is questionnaire result part I which states demographic data of respondents. From 100 respondents, there are 42% females and 58% males. Respondents are mostly 21-30 years old at 31%, 28% aged 31-40 years, 24% aged 41-50 years, 11% aged 51-60 years, and the rest were less than 21 years old. The duration of SMEs has been used to find out the age of SMEs. This can affect various things, including the resilience of SMEs in business and marketing. From100 respondents, only 7% of SMEs have been established for more than 30 years, 10% have been established for 20-30 years, 29% have been established for 10-20 years, and the remaining 54% are SMEs which have stood for less than 10 years. The results of the questionnaire finds that 65% of SMEs do not participate in organizations or associations. This can affect the update of information received by SMEs. The latest finding is the use of Facebook Advertisement, found that only 21% of SMEs have used Facebook Advertisement and 79% have never used it yet. Therefore, it can be concluded that the use of Facebook Advertisement is still quite low and there is not much access which can be used to obtain information about Facebook Advertisement.

Assessment of measurement model
In the stage of this model measurement, the most important thing is to test the validity and reliability of the latent variable to complete the assessment of the measurement model. Based on calculations made using the SmartPLS 3.0 software, 5 of 40 indicators were excluded from the model in order to meet the specified assessment criteria. Convergent validity was measured by looking at the loading value on each indicator in which the loading value which had to be met for each indicator was 0.7 [27]. The maintained indicator shown in Fig. 2 already had a loading value which approached or exceeded 0.7. This shows that the convergent validity had been fulfilled. Another test for convergent validity was to look at the value of Average Variance Extracted (AVE). A model can be considered to be good if it had a AVE value of more than 0.5 [27]. Based on Table 1, the resulting Average Variance Extracted (AVE) value exceeded 0.5 meaning the model meets convergent validity. Internal consistency reliability test was achieved by completing the composite reliability value which had to be worth 0.7 or more [27]. Based on the results presented in Table 1, most of the latent variables have met the composite reliability.    Other reliability test of constructas by seeing cronbach's alpha value which had to exceed 0.7 [27]. According to the results presented in Table 2, it can be seen that all construct was reliable. Furthermore, the square root AVE value was tested against the intercorrelation of constructs with other constructs in the model to assess discriminant validity. The model was considered to have sufficient discriminant validity if the square root value of the AVE value produced is greater than the correlation between constructs and other constructs [27]. Table 3 showed that all square root AVE values exceeded the correlation with other variables.
According to the assessment result above, it can be concluded that the measurement model used has been quite satisfactory with the value of reliability, convergent validity, and discriminant validity. In addition, research was conducted hypothesis test.

Evaluation of the structural model
Bootstrap procedure was used to generate T statistic value which was used in significance testing of structural models. Analysis of inner models can be determined by looking at the value of R2. R-square (R2) shows the level of variability for each endogenous variable determined by other variables. Based on the results in Table 2, it can be seen that: • Variables of SI and PU can explain 62.3% of variance in ITUFA variable.
• Variables of IN, PE, SE, FAT, ATI, SA, and ITUFA could explain 72.5% of variance in the FAA variable. The result shows that there were many variables which affected significantly toward adoption of Facebook Advertisement. However, These results couldn't identify which variables had the most significant impact toward Facebook Advertisement Adoption to prove the hypothesis in this research.
Q-Square assesses how well the observational values generated by the model and its estimated parameters [27]. If the resulting Q-Square value exceeded 0, then it can be considered that the model had good predictive relevance [27]. This research produced a Q-square value of 0.896. Thus, it could be concluded that the model had good predictive relevance.
Hypothesis test was conducted by evaluating path coefficient on the inner model uses a two-way t test with a significance level of 5%. The path coefficient would be significant if the "T Statistics" value was more than 1.96. The results of the research hypothesis test could be seen in Table 4. Based on Table 4, the results obtained indicated that Hypothesis 2 (H2) and Hypothesis 3 (H3) were accepted. Therefore, it can be concluded that Social Image (SI) and Perceived Usefulness (PU) had a positive and significant effect toward SMEs Intention to Use Facebook Advertisement (ITUFA).

Discussion
This research aimed to find out the factors which affected the adoption level of Facebook Advertisement by SMEs entrepreneurs and the significant factors directly or indirectly influenced by the adoption of Facebook Advertisement by SMEs. Based on the results of the structural model evaluation, there were 2 of 9 hypotheses proposed in the study that have a significant effect.
Based on data, Hypothesis 2 is accepted, this can conclude that Social Image had a significant effect on Intention to Use Facebook Advertisement. This was different from the results of previous research [6] which stated that there was no positive effect of Social Image on the intention to use Facebook Advertisement. This can be caused by the different study sample conditions from previous studies. The use of Facebook Advertisement can improve the social status of SMEs. The higher the level of social status, the higher the motivation of someone intending to use Facebook Advertisement. Based on the value of the factor weighting obtained the value of the contribution of Social Image to the Intention to Use Facebook Advertisement that was equal to 41.9%.
Hypothesis 3 is accepted, Perceived Usefulness had significant effect toward Intention to Use Facebook Advertisement. These results have differences with the results of previous studies [6] which stated that there was no significant effect between perceived usefulness of intention to use Facebook Advertisement. This could occur due to various factors, including differences in the conditions of the study sample in previous studies. Perceived Usefulness was included in the Motivation variable and could affect motives in adoption. Perception The perceived benefit is the understanding of SMEs that using Facebook Advertisement can improve work performance in an organization [6]. Based on the value of the factor weighting, it obtained the value of Perceived Usefulness contribution to the Intention to Use Facebook Advertisement variable that was equal to 43.3%. First hypothesis (H1) states that SMEs ITUFA positively effects their FAA. Based on the results of research that has been conducted, it shows that Intention to Use Facebook Advertisement has no positive effect on Facebook Advertisement Adoption. This is evidenced by the t value of 1.436, in which the value is below 1.96 (t <1.96). Intention to Use Facebook Advertisement is the intention arising by someone in adopting Facebook Advertisement for marketing their products [7]. This research shows that the SMEs do not intend to adopt Facebook Advertisement in marketing their products. This can be caused by the age of SMEs who are still quite young, based on the results of the acquisition of demographic data in Table 1.
Fourth hypothesis states that IN positively moderates the relationship between ITUFA and FAA. Based on research that has been conducted, it shows that IN does not positively moderate ITUFA against FAA. This is proven by the t value of 0.363 in which the value is below 1.96 (t <1.96). Infrastructure is a facility resource which can be used in the adoption of Facebook Advertisement [7]. Therefore, it can be concluded that SMEs feel that the Infrastructure they have to support the adoption of Facebook Advertisement is still lacking.
Fifth hypothesis states that SMEs PE positively moderates the relationship between ITUFA and FAA. Based on research that has been carried out, it shows that PE does not positively moderate the relationship between ITUFA and FAA. This is proven by the t value of 1.609, in which the value is below 1.96 (t <1.96). Previous Experience is defined as experience in the use of technology in the past [7]. It can be concluded that SMEs lack experience in using Facebook Advertisement. This is in line with the demographic data obtained that there are still many SMEs that have never used Facebook Advertisement before.
Sixth hypothesis states that SMEs SE SE positively moderates the relationship between ITUFA and FAA. The results of this research indicate that SMEs SE does not positively moderate the relationship between ITUFA and FAA. This is evidenced by the t value of 0.213 in which the value is below 1.96 (t <1.96). Self Efficacy is the ability of SMEs to achieve activities related to Facebook Advertisement [7]. It can be concluded that SMEs in Karawang have no experience and do not use technology in supporting the use of Facebook Advertisement.
Seventh hypothesis states FAT positively moderates the relationship between ITUFA and FAA. According to research that has been conducted, it shows that FAT does not positively moderate the relationship between ITUFA and FAA. This is proven by the value of t value of 0.882, in which the value is below 1.96 (t <1.96). Facebook Advertisement Trial is an opportunity for SMEs to experience the features offered by Facebook Advertisement [7]. It can be concluded that SMEs in Karawang still do not know Facebook Advertisement and have never felt the benefits contained in the Facebook Advertisement feature.
Eighth hypothesis states that ATI positively moderates the relationship between ITUFA and FAA. Based on research that has been conducted, it shows that ATI does not positively moderate the relationship between ITUFA and FAA. This is proven by the t value of 0.878 in which the value is below 1.96 (t <1.96). Access to Information is an opportunity for SMEs to obtain information related to Facebook Advertisement features [7]. It can be concluded that there are still many SMEs in Karawang that have not received information about the features available on Facebook Advertisement. This can be caused by the lack of access to obtain information about the use and benefits of Facebook Advertisement. This result is supported by the data in Table 1 that most SMEs are not incorporated in SME associations as a means of obtaining information.
Ninth hypothesis states that SA positively moderates the relationship between ITUFA on FAA. According to research research that has been conducted, it shows that SA does not positively moderate the relationship between ITUFA on FAA. This is proven by the t value of 1.315, in which the value is below 1.96 (t <1.96). Adaptability system is a perception of Facebook Advertisement's ability to adjust the needs of each SMEs [7]. It can be concluded that SMEs in Karawang feel that Facebook Advertisement has not been able to meet the needs because most of them do not understand the use of Facebook Advertisement.

Conclusion and Managerial Implication
Based on the result of this research about the effect of variables of motivation toward Facebook Advertisement adoption, it can be concluded that in this study the factors that influence Intention to Use Facebook Advertisement in adopting Facebook Advertisement are Social Image, and Perceived Usefulness. These two influential factors are part of the motivation variable. Social Image and Perceived Usefulness are felt to be able to motivate SMEs to intend to use Facebook Advertisement.
Social Image is a beneficiary of an innovation that can raise one's social status. The higher the level of a person's social status in using Facebook Advertisement, this can affect the intention to use Facebook Advertisement. Perceived Usefulness focuses on the ease of using Facebook Advertisement to grow their business. SMEs entrepreneurs feel that they will be more effective and efficient in terms of time and energy if they use Facebook Advertisement so that they can improve their performance.
The result of this research gives recommendation for SMEs entrepreneurs in developing their business through Facebood Advertisement. The government needs to disseminate to SMEs the importance of internet marketing in developing their business in the current 4.0 industrial revolution era. Facebook is the most widely used social media network by the people of Indonesia today. Therefore, social media advertising through Facebook is suitable to be applied by SMEs. Facebook has a product advertising feature called Facebook Advertisement which is an advertising service through social media networks at the most affordable cost among others. According to the results of this research, adoption of Facebook Advertisement can improve social status and ease in developing businesses of SMEs.
This research gives some additional view in SMEs business practice. The results of this research provide an understanding of the recommendations for action by stakeholders related to the adoption of Facebook Advertisement. Based on the research results obtained ,only two of the nine hypotheses are accepted. It is found that the Infrastructure do not positively moderate ITUFA's relationship to the FAA. This can occur because SMEs do not have enough resources and facilities to use Facebook Advertisement. The unavailability of infrastructure can affect past experiences of SMEs. Therefore, SMEs have less past experience, related to the use of technology. This fact is supported that Past Experience and Self Efficacy do not positively moderate the relationship between ITUFA and FAA. To be able to obtain solutions to these problems, businesses can work together with the Government to be able to obtain sufficient infrastructure. Thus, it can facilitate the use of technology. All of these variables belong to the Ability group. It can be concluded that SMEs currently do not have sufficient ability to facilitate the use of Facebook Advertisement.
From the result of process, it is found that the ability of the system to be adapted to the needs of users, the opportunity for trial use, and the means to obtain information about Facebook Advertisement has no positive effect on the relationship between intention to use and adoption of Facebook Advertisement. This can occur because SMEs do not have the opportunity to be able to try the Facebook Advertisement system. SMEs need to work together with several related parties such as the Government and the authorized Ministry to be able to bridge the acquisition of information and opportunities about technology for SMEs. SMEs can participate in training and exhibition related to technology, especially technology in marketing.
This research still has many limitations such as total of sample used in data process. There were only 100 SMEs that were included as research respondents. Therefore, subsequent studies should be able to increase the number of respondents so that they can contribute to better data. The selection of respondents was also a focus for further research improvement. Respondents need to have an understanding of Facebook Advertisement before filling out the questionnaire, so that filling out the questionnaire can run smoothly. This can also minimize errors in questionnaire results. * Corresponding Author: aulia.fasha@gmail.com | 75

Constructs
Items Code Source I believe that using Facebook Advertisement is a status symbol in my organization SI6 (PU) Using Facebook Advertisement in the process of selling my product will allow the product to sell faster PU1 Adopted [23,29] Using Facebook Advertisement will improve my performance PU2 Using Facebook Advertisement will increase my work productivity PU3 Using Facebook Advertisement will increase the effectiveness of my work PU4 Using Facebook Advertisement will make my job easier PU5

Constructs Items Code Source
It is important for me that I have the opportunity to reduce and add the Facebook design display ads according to my business SA2 It is important for me that the design of Facebook Advertisement can be customized to the needs of my business SA3