Pengaruh Managerial Characteristics, Observability, Relative Advantage, Dan Customer Pressure Terhadap Adopsi E-Commerce Pada Umkm Di Kota Bogor
Abstract
Industri UMKM merupakan salah satu sektor ekonomi yang memiliki perkembangan cukup pesat serta memberikan
pengaruh yang besar dalam pertumbuhan ekonomi negara. Digitalisasi pada sektor ini berkembang cukup cepat seiring
dengan besarnya persaingan yang ada. Pengadopsian e-commerce pada kegiatan bisnis UMKM menjadi salah satu
cara dalam mengembangkan serta mempertahankan bisnis pada ketatnya persaingan di sektor UMKM. Penelitian ini
bertujuan untuk mengetahui apakah Managerial Characteristics, Observability, Relative Advantage dan Customer
Pressure berpengaruh terhadap Adopsi E-commerce atas unit UMKM di Kota Bogor. Populasi dalam penelitian ini
adalah UMKM yang berada di Kota Bogor. Sampel yang diambil dalam penelitian ini menggunakan metode nonprobability
sampling dengan teknik incidental. Untuk menarik kesimpulan, dilakukan uji analisis data dengan SEMPLS
pada aplikasi Smart-PLS 4.0. Jumlah responden dalam penelitian ini adalah sebanyak 100 responden, dengan
data yang dikumpulkan menggunakan kuesioner dan disebarkan kepada UMKM yang berada di Kota Bogor. Hasil
pada penelitian yang dilakukan ini menunjukkan bahwasanya variabel Managerial Characteristics dan Observability
memiliki pengaruh yang positif terhadap Adopsi E-commerce pada UMKM di Kota Bogor. Variabel Customer
Pressure memiliki pengaruh yang negatif terhadap Adopsi E-commerce pada UMKM di Kota Bogor. Variabel
Relative Advantage tidak memiliki pengaruh terhadap Adopsi E-commerce pada UMKM di Kota Bogor.
Kata Kunci-customer pressure, e-commerce, managerial characteristic, observability, relative advantage, UMKM
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