Analisis Model TOE pada Digital Technology Innovation E-Commerce Untuk Rekomendasi Peningkatan Seller Revenue Dengan SEM-PLS

Ayunita, Diva Irma (2026) Analisis Model TOE pada Digital Technology Innovation E-Commerce Untuk Rekomendasi Peningkatan Seller Revenue Dengan SEM-PLS. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032202169-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (5MB) | Request a copy

Abstract

Perekonomian digital Indonesia terus bertransformasi pesat, dengan sektor e-commerce menjadi pilar utama. Data menunjukkan nilai transaksi perdagangan elektronik mengalami peningkatan yang cukup tajam, dari Rp205,5 triliun pada tahun 2019 naik menjadi Rp487,01 triliun pada tahun 2024. Kenaikan nilai transaksi sejalan dengan nilai Gross Merchandise Value (GMV) ekonomi digital Indonesia di tahun 2024 yang mencapai USD 90 miliar, menjadikannya peraih GMV terbesar di Asia Tenggara. Pertumbuhan masif ini menciptakan lanskap kompetisi yang ketat, menuntut para seller untuk memanfaatkan inovasi digital sebagai kunci keberhasilan. Penelitian dilakukan bertujuan untuk identifikasi serta analisis faktor pendorong adopsi inovasi teknologi digital di e-commerce dalam konteks ini AI dan Big Data Analytics yang secara signifikan berpengaruh terhadap peningkatan seller revenue, serta memberikan rekomendasi strategis dan praktis. Metode penelitian adalah Structural Equation Modeling - Partial Least Squares (SEM-PLS) dengan mengaplikasikan framework Technology-Organization-Environment (TOE). Sampel penelitian diambil dari 117 responden yang berasal dari seller kategori fashion di platform marketplace e-commerce Shopee. Hasil pengujian struktural Technology (pValue = 0.000), Organization (pValue = 0.004), dan Environment (pValue = 0.000) menghasilkan pengaruh signifikan positif terhadap adopsi inovasi teknologi digital (DTI). Namun, analisis jalur langsung mengungkapkan bahwa hanya aspek Organization dan Environment yang berpengaruh signifikan positif terhadap seller revenue. Sebaliknya, aspek Technology dan Digital Technology Innovation (pValue > 0.05) tidak berpengaruh signifikan terhadap seller revenue. Kesimpulan dari studi ini mengindikasikan bahwa kapabilitas internal seller (pengetahuan, keterampilan, kesiapan proses) serta dukungan lingkungan platform memiliki peran yang lebih dominan dalam meningkatkan pendapatan dibandingkan sekadar penggunaan teknologinya sendiri. Dampak non-signifikan dari DTI (dalam konteks AI dan Big Data Analytics) secara langsung terhadap revenue dapat disebabkan oleh pemanfaatan yang belum optimal, kurangnya skill analytics, atau sifat dampaknya yang membutuhkan periode waktu adopsi yang lebih panjang.
============================================================================================================================
The Indonesian digital economy is undergoinig rapid transformation, with the e-commerce sector emerging as one of the key drivers of national digital transformation. Data indicates that e-commerce transaction values have significantly increased from IDR 205.5 Trillion in 2019 to IDR 487.01 Trillion in 2024. This growth is also reflected in Indonesia’s digital economy Gross Merchandise Value (GMV), which reached USD 90 billion in 2024, positioning Indonesia as the largest GMV contributor in Southeast Asia. This massive growth creates a competitive landscape, demanding that sellers leverage digital innovation for success. This study aims to identify and examine the key factors driving the adoption of digital technology innovation (specifically Artificial Intelligence and Big Data Analytics) within the e-commerce sector that significantly influence seller revenue, and to provide strategic and practical recommendations. The research employs the Structural Equation Modeling - Partial Least Squares (SEM-PLS), applying the Technology-Organization-Environment (TOE) framework. The sample consisted of 117 respondents from the fashion category sellers on the Shopee e-commerce platform. The structural test results show that all three TOE factors: Technology (pValue = 0.000), Organization (pValue = 0.004), and Environment (pValue = 0.000), have a significant positive effect on the adoption of digital technology innovation (DTI). However, the direct path analysis revealed that only the Organization and Environment aspects had a significant positive effect on seller revenue. Conversely, the Technology aspect and Digital Technology Innovation itself (pValue > 0.05) did not significantly affect seller revenue. The study concludes that sellers' internal capabilities (knowledge, skills, and process readiness) and platform environmental support play a more dominant role in increasing income compared to the utilization of the technology alone. The non-significant direct impact of DTI (AI and Big Data Analytics) on revenue may be attributed to sub-optimal utilization, a lack of analytical skills, or the nature of its impact requiring a longer adoption period.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	AI, Big Data Analytics, E-Commerce, Inovasi Teknologi Digital, Revenue, SEM-PLS, TOE, AI, Big Data Analytics, Digital Innovation, Digital Technology Innovation, E-Commerce, Revenue, SEM-PLS, TOE
Subjects:	T Technology > T Technology (General) > T57.74 Linear programming T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Diva Irma Ayunita
Date Deposited:	26 Jan 2026 07:36
Last Modified:	26 Jan 2026 07:36
URI:	http://repository.its.ac.id/id/eprint/129868

Actions (login required)

View Item