Analisis Faktor-Faktor yang Memengaruhi Adopsi E-commerce oleh UMKM Kerajinan DIY
DOI:
https://doi.org/10.24002/konstelasi.v3i2.8232Keywords:
e-commerce, e-commerce adoption, MSMEs, multiple regression, TOEAbstract
Abstrak. Saat ini penggunaan e-commerce di Indonesia berkembang dengan pesat. Banyak bisnis yang mulai mengadopsi platform e-commerce karena manfaat yang ditawarkan oleh teknologi ini cukup beragam. Meski memiliki kelebihan, banyak Usaha Mikro, Kecil, dan Menengah (UMKM) yang masih lamban dalam mengadopsi teknologi e-commerce. Oleh karena itu, penelitian ini mengusulkan model teoritis untuk memahami faktor-faktor yang mempengaruhi adopsi e-commerce dalam konteks UMKM berdasarkan teori Technology Organizational Environmental (TOE) dan faktor personal dari pemilik UMKM. Temuan penelitian menunjukkan bahwa manfaat yang dirasakan dan dukungan pemerintah mempunyai pengaruh positif terhadap adopsi e-commerce.
Abstract. The use of e-commerce is rapidly growing in Indonesia, and many businesses are adopting this platform due to its benefits. However, despite its advantages, the Micro, Small, and Medium Enterprises (MSMEs) have been slow to adopt this technology. Therefore, this study proposes a theoretical model to understand the factors that influence e-commerce adoption in the MSME context based on the Technology Organizational Environmental (TOE) model and individual factors. The research findings indicate that perceived benefits and government support have a positive influence on e-commerce adoption.
References
[1] G. Doukidis, A. Poulymenakou, I. Terpsidis, M. Themistocleous, and P. Miliotis, “The Impact of the Development of Electronic Commerce on the Employment Situation in European Commerce Executive Summary,” 1998.
[2] D. Chaffey, “E-business and e-commerce management; strategy, implementation, and practice,” 2007.
[3] H. Okorie Awa, O. Ukoha, and B. Emecheta, “Integrating TAM and TOE Frameworks and Expanding their Characteristic Constructs for E-Commerce Adoption by SMEs,” in Proceedings of the 2012 InSITE Conference, Informing Science Institute, 2012, pp. 571–588. doi: 10.28945/1676.
[4] D. H. Jayani, “Tren Pengguna E-Commerce Terus Tumbuh,” Databoks. Accessed: Dec. 17, 2021. [Online]. Available: https://databoks.katadata.co.id/datapublish/2019/10/10/tren-pengguna-e-commerce-2017-2023
[5] Y. Ananta, “Baru 14% dari 58 Juta UMKM RI yang Masuk e-Commerce, Kenapa?,” Berita Tech cnbcid. Accessed: Jan. 10, 2021. [Online]. Available: https://www.cnbcindonesia.com/tech/20190701123829-37-81831/baru-14-dari-58-juta-umkm-ri-yang-masuk-e-commerce-kenapa
[6] Humas Kementerian Koperasi dan UKM, “Tingkatkan Literasi Digital, Kapasitas Koperasi Dan Umkm Menuju Ekonomi Digital Dan Inklusi Keuangan, Kemenkopukm Gandeng Msc,” Kemenkop UKM. Accessed: Jan. 10, 2021. [Online]. Available: https://kemenkopukm.go.id/read/tingkatkan-literasi-digital-kapasitas-koperasi-dan-umkm-menuju-ekonomi-digital-dan-inklusi-keuangan-kemenkopukm-gandeng-msc
[7] Tim Tugu Jogja, “Penggunaan E-Commerce oleh UMKM Yogyakarta Baru 40 persen,” Kumparan. Accessed: Jan. 10, 2021. [Online]. Available: https://kumparan.com/tugujogja/penggunaan-e-commerce-oleh-umkm-yogyakarta-baru-40-persen-1554106716221762208
[8] Dinas Koperasi dan UKM, “SiBakul Jogja _ SURVEY DAMPAK COVID 19 PADA UKM DIY,” Sibakul Jogja. Accessed: Jan. 10, 2021. [Online]. Available: https://sibakuljogja.jogjaprov.go.id/survey-dampak-covid-19-pada-ukm/hasil.php
[9] D. A. ; Johnston, M. ; Wade, and R. Mcclean, “Does e-Business Matter to SMEs? A Comparison of the Financial Impacts,” 2007.
[10] R. Rahayu and J. Day, “E-commerce adoption by SMEs in developing countries: evidence from Indonesia,” Eurasian Business Review, vol. 7, no. 1, pp. 25–41, Apr. 2017, doi: 10.1007/s40821-016-0044-6.
[11] K. Metaxiotis, “Exploring the rationales for ERP and knowledge management integration in SMEs,” Journal of Enterprise Information Management, vol. 22, no. 1–2, pp. 51–62, Feb. 2009, doi: 10.1108/17410390910922822.
[12] J. Bao and X. Sun, “A conceptual model of factors affecting e-commerce adoption by SMEs in China,” in Proceedings - 2010 International Conference on Management of e-Commerce and e-Government, ICMeCG 2010, 2010, pp. 172–175. doi: 10.1109/ICMeCG.2010.43.
[13] Jogja Dataku, “List Master Data _ Aplikasi Dataku,” Bappeda DIY. Accessed: Jan. 20, 2021. [Online]. Available: https://bappeda.jogjaprov.go.id/dataku/data_dasar/index/307-potensi-industri?id_skpd=18
[14] E. Maharani, “70 Persen UMKM di Yogyakarta Terdampak Covid-19,” REPUBLIKA. Accessed: Jan. 20, 2021. [Online]. Available: https://news.republika.co.id/berita/q9c3b8335/70-persen-umkm-di-yogyakarta-terdampak-covid19
[15] R. Rahayu and J. Day, “Determinant Factors of E-commerce Adoption by SMEs in Developing Country: Evidence from Indonesia,” Procedia Soc Behav Sci, vol. 195, pp. 142–150, Jul. 2015, doi: 10.1016/j.sbspro.2015.06.423.
[16] W. Hong and K. Zhu, “Migrating to internet-based e-commerce: Factors affecting e-commerce adoption and migration at the firm level,” Information and Management, vol. 43, no. 2, pp. 204–221, Mar. 2006, doi: 10.1016/j.im.2005.06.003.
[17] M. A. Nugroho, A. Z. Susilo, M. A. Fajar, and D. Rahmawati, “Exploratory Study of SMEs Technology Adoption Readiness Factors,” in Procedia Computer Science, Elsevier B.V., 2017, pp. 329–336. doi: 10.1016/j.procs.2017.12.162.
[18] C. Lertwongsatien, “E-commerce adoption in Thailand: An empirical study of Small and Medium Enterprises (SM,” 2003.
[19] S. Kurnia, J. Choudrie, R. M. Mahbubur, and B. Alzougool, “E-commerce technology adoption: A Malaysian grocery SME retail sector study,” J Bus Res, vol. 68, no. 9, pp. 1906–1918, Sep. 2015, doi: 10.1016/j.jbusres.2014.12.010.
[20] A. D. Ramdansyah and H. E. R. Taufik, “Adoption Model of E-Commerce from SMEs Perspective in Developing Country Evidence-Case Study for Indonesia Adoption Model of E-Commerce from SMEs Perspective in Developing Country Evidence-Case Study for Indonesia 228,” 2017.
[21] Beatty, R. C, J. P. Shim, Jones, and M. C, “Factors influencing corporate website adoption: a time-based assessment,” Information & Management, vol. 38, no. 6, 2001.
[22] M. Ghobakhloo, D. Arias-Aranda, and J. Benitez-Amado, “Adoption of e-commerce applications in SMEs,” Industrial Management and Data Systems, vol. 111, no. 8, pp. 1238–1269, 2011, doi: 10.1108/02635571111170785.
[23] L. Van Huy, F. Rowe, D. Truex, and M. Q. Huynh, “Published in the An empirical Study of Determinants of E-commerce Adoption in SMEs in Vietnam an economy in transition An empirical Study of Determinants of E-commerce Adoption in SMEs in Vietnam: the case of a transition economy,” 2012.
[24] J. A. Sanchez-Torres and F. Juarez-Acosta, “Modelling SME e-commerce with IMAES,” Journal of Business and Industrial Marketing, vol. 34, no. 1, pp. 137–149, Mar. 2019, doi: 10.1108/JBIM-04-2018-0132.
[25] A. K. Asare, T. G. Brashear-Alejandro, and J. Kang, “B2B technology adoption in customer driven supply chains,” Journal of Business and Industrial Marketing, vol. 31, no. 1, pp. 1–12, Feb. 2016, doi: 10.1108/JBIM-02-2015-0022.
[26] K. Kanchanatanee, N. Suwanno, and A. Jarernvongrayab, “Effects of Attitude toward Using, Perceived Usefulness, Perceived Ease of Use and Perceived Compatibility on Intention to Use E-Marketing,” Journal of Management Research, vol. 6, no. 3, p. 1, May 2014, doi: 10.5296/jmr.v6i3.5573.
[27] A. Hussain, A. Shahzad, and R. Hassan, “Organizational and environmental factors with the mediating role of e-commerce and SME performance,” Journal of Open Innovation: Technology, Market, and Complexity, vol. 6, no. 4, pp. 1–21, Dec. 2020, doi: 10.3390/joitmc6040196.
[28] E. Ocloo, H. Xuhua, S. Akaba, M. Addai, D. Worwui-Brown, and A. Spio-Kwofie, “B2B E-commerce Adoption amongst manufacturing SMEs: Evidence from Ghana,” vol. 8, May 2018.
[29] I. Sila, “Factors affecting the adoption of B2B e-commerce technologies,” Electronic Commerce Research, vol. 13, no. 2, pp. 199–236, 2013, doi: 10.1007/s10660-013-9110-7.
[30] M. A. Nugroho, “Impact of Government Support and Competitor Pressure on the Readiness of SMEs in Indonesia in Adopting the Information Technology,” in Procedia Computer Science, Elsevier, 2015, pp. 102–111. doi: 10.1016/j.procs.2015.12.110.
[31] V. Grover and M. D. Goslar, “The Initiation, Adoption, and Implementation of Telecommunications Technologies in U.S. Organizations,” 1993.
[32] C. G. Cegielski, L. Allison Jones-Farmer, Y. wu, and B. T. Hazen, “Adoption of cloud computing technologies in supply chains: An organizational information processing theory approach,” The International Journal of Logistics Management, vol. 23, no. 2, pp. 184–211, Aug. 2012, doi: 10.1108/09574091211265350.
[33] J. Y. L. Thong and C. S. Yap, “CEO characteristics, organizational characteristics and information technology adoption in small businesses,” Omega (Westport), vol. 23, no. 4, pp. 429–442, 1995, doi: https://doi.org/10.1016/0305-0483(95)00017-I.
[34] M. Ghobakhloo and S. H. Tang, “The role of owner/manager in adoption of electronic commerce in small businesses: The case of developing countries,” Journal of Small Business and Enterprise Development, vol. 20, no. 4, pp. 754–787, 2013, doi: 10.1108/JSBED-12-2011-0037.
[35] T. U. H. Nguyen and T. S. Waring, “The adoption of customer relationship management (CRM) technology in SMEs: An empirical study,” Journal of Small Business and Enterprise Development, vol. 20, no. 4, pp. 824–848, 2013, doi: 10.1108/JSBED-01-2012-0013.
[36] N. O. Juliana, H. J. Hui, M. Clement, E. N. Solomon, and O. K. Elvis, “The Impact of Creativity and Innovation on Entrepreneurship Development: Evidence from Nigeria,” Open Journal of Business and Management, vol. 09, no. 04, pp. 1743–1770, 2021, doi: 10.4236/ojbm.2021.94095.
[37] S. A. Julious, “Sample size of 12 per group rule of thumb for a pilot study,” Pharm Stat, vol. 4, no. 4, pp. 287–291, 2005, doi: https://doi.org/10.1002/pst.185.
[38] J. F. Hair JR, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis- Hair et al, 7th ed. Upper Saddle River: Pearson Education, 2014.
