Academy of Entrepreneurship Journal Volume 28, Special Issue 1, 2022 1 1528-2686-28-S1-018 Citation Information: Pradifera, A.L., Prasilowati, S.L., & Ahmadi, S. (2022). The role of the use of social media in analyzing the impact of organizations using the toe framework on MSMEs in Indonesia. Academy of Entrepreneurship Journal, 28(S1), 1-11. THE ROLE OF THE USE OF SOCIAL MEDIA IN ANALYZING THE IMPACT OF ORGANIZATIONS USING THE TOE FRAMEWORK ON MSMES IN INDONESIA Amalia Luthfya Pradifera, University of Indonesia Sri Lestari Prasilowati, Sekolah Tinggi Ilmu Ekonomi IPWI Jakarta Indonesia Slamet Ahmadi, Sekolah Tinggi Ilmu Ekonomi IPWI Jakarta Indonesia Julia Safitri, Terbuka University ABSTRACT This study investigates the factors influencing social media usage towards micro and small enterprise using the TOE Framework. The TOE Framework respectfully stands for technological context, organizational context, and environmental context. The samples used in this study includes micro and small enterprise owners in Indonesia that actively uses social media for their business marketing purposes. This study uses Partial-Least-Squares-Structural- Equation-Modeling (PLS-SEM) for the path analysis of 310 responses from SME’s owners, executives, and managers using purposive sampling method. The technological context is represented by relative advantage, compatibility, cost-effectiveness, structural assurance, and interactivity. The organizational context is represented by top management’s support and entrepreneurial orientation. The environmental context is represented by institutional pressure. This study hopes to help organizations understand the benefits of social media usage and provides a justification for investments in social media by organizations. Keywords: Social Media Marketing, Digital Marketing, Social Media Impact, Technology Impact, Micro, Small and Medium Enterprises. INTRODUCTION The MSME sector is a sector that is growing rapidly in Indonesia. According to the Central Statistics Agency (BPS), the number of MSMEs reached 64 million out of a total population of 225 million. The Ministry of Cooperatives and SMEs stated that if entrepreneurship is strong, it will create fair economic growth, and reduce economic inequality that continues to be eroded. At the same time, he points out the factors that hinder people from starting and developing businesses. Micro, Small and Medium Enterprises or often abbreviated as MSMEs have a close relationship with entrepreneurship (Hutahayan, 2019). Entrepreneurship is one of the supporters of the economy (Syed et al., 2019). There is a lack of literature on the motivation of entrepreneurs to engage in entrepreneurial activities (Milanesi, 2018; Nowiński & Haddoud, 2019). The challenge for these business actors is the massive digital economy that is increasing rapidly which requires business actors to be information technology literate. Most research on