Analisis Pemakaian E-Marketplace Pada UMKM Jawa Timur Dengan Pendekatan Technology Acceptance Model (TAM)

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 ====================================================================================================== 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: 09 Sep 2020 08:51
URI: https://repository.its.ac.id/id/eprint/81832

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