The Antecendence of E-Commerce Adoption by Micro, Small, and Medium sized Enterprise (Msme) with E-Commerce Training as Moderation

Authors

  • Yoga Religia, Surachman, Fatchur Rohman, Nur K. Indrawati

Abstract

At present, MSMEs in Indonesia are inhibited by the lack of market information and fierce competition of product marketing, so MSMEs need a new marketing media to market their products, one of which is using e-commerce media. There are many frameworks that can be utilized to measure the adoption of e-commerce by MSMEs. One of them is the TOE (technology, organization, environment) framework. In the TOE framework, e-commerce adoption is measured using technology, organization, and environment variables. Currently, there are different and contradictory findings between one study and another in the TOE framework, thus requiring a new study regarding other variables affecting the TOE framework for e-commerce adoption. This study aims to determine which factors can influence the TOE framework for e-commerce adoption by MSMEs. Accordingly, e-commerce training is used as a moderation of technology, organization, and environment towards the adoption of e-commerce by MSMEs. Sample collection is done by saturation sampling technique to all members of the population who met the population criteria, namely as many as 158 MSMEs. Based on the questionnaires distributed, 120 respondents were obtained, or 75.96% of all questionnaires were distributed. The analysis conducted in this study uses Partial Least Square (PLS) analysis. After the analysis, it is known that technology and the environment have a significant influence on e-commerce adoption by MSMEs. The organization has no significant effect on the adoption of e-commerce by MSMEs. While e-commerce training turned out to be insignificant in moderating technology, organization, and environment towards the adoption of e-commerce by MSMEs.

Published

2020-02-29

Issue

Section

Articles