FACTORS THAT DRIVE E-COMMERCE ADOPTION IN UMKM
Abstract
This research aims to identify the factors that influence the decision of footwear MSMEs in Cibaduyut to adopt e-commerce. Using the Theory of Planned Behavior (TPB) as the main theoretical framework, this research also considers the Technology-Organizational-Environmental (TOE) model to understand technological, organizational and environmental factors as well as personal factors of MSME owners. Primary data was collected through questionnaires filled out by 148 respondents from footwear MSMEs in Cibaduyut, and analyzed using the multiple linear regression method. The research results show that MSMEs have a positive attitude towards e-commerce, influenced by social norms, perceived behavioral control, perceived benefits, and government support. These findings suggest that MSMEs that have not yet adopted e-commerce need to consider the potential benefits, while those that have adopted can evaluate the existing challenges. The government is expected to contribute through training, infrastructure and regulations that support the use of e-commerce in MSMEs.
References
Alsaad, A., Mohamad, R., & Ismail, N. A. (2017). The Moderating Role of Trust in Business to Business Electronic Commerce (B2B EC) Adoption. Computers in Human Behavior, 68, 157–169. https://doi.org/10.1016/j.chb.2016.11.040
Alzahrani, J. (2019). The Impact of E-commerce Adoption on Business Strategy in Saudi Arabian Small and Medium Enterprises (SMEs). Review of Economics and Political Science, 4(1), 73–88. https://doi.org/10.1108/reps-10-2018-013
Awa, H. O., Baridam, D. M., & Nwibere, B. M. (2015). Demographic determinants of electronic commerce (EC) adoption by SMEs: A twist by location factors. Journal of Enterprise Information Management, 28(3), 326–345. https://doi.org/10.1108/JEIM-10-2013-0073
Gono, S., Harindranath, G., & Berna Özcan, G. (2016). The Adoption and Impact of ICT in South African SMEs. Strategic Change, 25(6), 717–734. https://doi.org/10.1002/jsc.2103
Octavia, A., Indrawijaya, S., Sriayudha, Y., Heriberta, Hasbullah, H., & Asrini. (2020). Impact on E-commerce Adoption on Entrepreneurial Orientation and Market Orientation in Business Performance of SMEs. Asian Economic and Financial Review, 10(5), 516–525. https://doi.org/10.18488/journal.aefr.2020.105.516.525
Ramdansyah, A. D., & Taufik, H. E. R. (2017). Adoption Model of E-Commerce from SMEs Perspective in Developing Country Evidence-Case Study for Indonesia. In European
Research Studies Journal: Vol. XX.
Religia, Y., Surachma, Rohman, F., & Indrawati, N. K. (2021). E-Commerce Adoption in SMEs: A Literature Review.
Rosnita, W. (2019). The Impact of E-commerce Adoption on MSMEs Performance and Financial Inclusion (FI) in Indonesia.
Saroso, H., Hida Syahchari, D., Sudrajat, D., & Grace Herlina, M. (2019). E-Service Quality and Corporate Image on Customer Perception. In International Journal of Innovation, Creativity and Change. www.ijicc.net (Vol. 10, Issue 8). www.ijicc.net
