Anggraeny, Rurid Dwi (2020) Analisis Pemakaian E-Marketplace Pada UMKM Jawa Timur Dengan Pendekatan Technology Acceptance Model (TAM). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
ABSTRAK
Industri e-commerce berpotensi menjadi salah satu penggerak perekonomian
dalam negeri. Salah satu dampak kemajuan e-commerce adalah munculnya banyak
marketplace berbasis online atau yang disebut dengan e-marketplace. Namun tidak
sedikit marketplace online ini menjual 90% barang dagangannya yang merupakan
produk impor. Selain itu merebaknya wabah Covid-19 di Indonesia, membuat
pemerintah menetapkan beberapa kebijakan yang berdampak signifikan terhadap
penuruan kinerja UMKM hingga sebesar 70-100% .
Rumusan masalah dan tujuan penelitian ini diharapkan dapat memberikan
analisis pemahaman secara empiris yang berkaitan dengan pengaruh faktor-faktor
yaitu E-Marketplace Self Efficacy, complexity, perceived usefulness, perceived ease
of use, attitude towards using, behavioral intention to use dan actual technology
use dalam pemakaian e-marketplace berdasarkan pendekatan Technology of
Acceptance Model (TAM).
Sampel pada penelitian ini adalah UMKM di Jawa Timur khususnya yang
bergerak dalam sektor industri makanan dan minuman dengan produk-produk
pangan olahan ready to eat yang dalam aktifitas usahanya menggunakan platform
aplikasi e-marketplace Shopee yaitu sebuah wadah belanja online berfokus pada
platform mobile sebanyak 150 responden. Pengujian dilakukan dengan
menggunakan Structural Equation model (SEM). Dalam pembahasannya juga
didiskusikan implikasi baik secara teoritis, metodologis, dan peluang penelitian
lanjutan.
Berdasarkan hasil pengujian dan analisis yang telah dilakukan bahwa emarketplace self efficacy, complexity, perceived usefulness, perceived ease of use,
attitude towards using, behavioral intention to use dan actual technology use dalam
pemakaian e-marketplace saling berpengaruh secara positif, hal ini menunjukkan
bahwa suatu sistem yang menawarkan kemudahan akan memberikan hasil yang
bermanfaat untuk bisa meningkatkan prilaku, kebiasaan, dan kinerja bagi UMKM
dalam aktivitas penggunaan e-marketplace.
Kata Kunci: UMKM, E-Marketplace, Techonology Acceptance Model,
Structural Equation Modelling
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ABSTRACT
The e-commerce industry has the potential to be one of the drivers of the
domestic economy. One of the impacts of the advancement of e-commerce is the
emergence of many online-based marketplaces or so-called e-marketplaces.
However, not a few of these online marketplaces sell 90% of their merchandise
which are imported products. In addition, the outbreak of the Covid-19 outbreak in
Indonesia has prompted the government to establish several policies that have had a
significant impact on reducing the performance of SMEs by up to 70-100%.
The formulation of the problem and the purpose of this study are expected to
provide an empirical analysis of understanding related to the influence of factors,
namely E-Marketplace Self Efficacy, complexity, perceived usefulness, perceived
ease of use, attitude towards using, behavioral intention to use and actual
technology use in use of e-marketplaces based on the Technology of Acceptance
Model (TAM) approach.
The sample in this study is SMEs in East Java, especially those engaged in
the food and beverage industry sector with ready-to-eat processed food products,
which in their business activities use the Shopee e-marketplace application
platform, which is an online shopping container focused on mobile platforms as
many as 150 respondents. Tests are performed using the Structural Equation Model
(SEM). In the discussion also discussed implications both theoretically,
methodologically, and opportunities for further research.
Based on the results of testing and analysis that has been done that emarketplace self-efficacy, complexity, perceived usefulness, perceived ease of use,
attitude towards using, behavioral intention to use and actual technology use in emarketplace use have a positive effect on each other, this shows that a system that
offers convenience will provide useful results to improve the behavior, habits, and
performance of SMEs in using e-marketplace activities.
Keywords: SMEs, E-Marketplace, Technology Acceptance Model, Structural
Equation Modeling
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | UMKM, E-Marketplace, Techonology Acceptance Model, Structural Equation Modelling, SMEs, E-Marketplace, Technology Acceptance Model, Structural Equation Modeling |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management |
| Depositing User: | Rurid Dwi Anggraeny |
| Date Deposited: | 09 Sep 2020 00:55 |
| Last Modified: | 11 Jan 2024 06:55 |
| URI: | http://repository.its.ac.id/id/eprint/81832 |
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