Pengaruh Managerial Characteristics, Observability, Relative Advantage, Dan Customer Pressure Terhadap Adopsi E-Commerce Pada Umkm Di Kota Surakarta (Solo)
Abstract
Teknologi Informasiidan Komunikasi (TIK) telah mengubah cara bisnis dijalankan, termasuk UMKM. Dengan
memanfaatkan TIK, UMKM dapat mencapai pasar yang lebih luas dan meningkatkan efisiensi. Salah satu bentuk TIK
yang dapat dimanfaatkan UMKM adalah e-commerce. Adopsi e-commerce oleh UMKM diiIndonesia masih beragam.
Oleh karena itu, perlu dilakukan penelitian untuk mengetahui faktor-faktor yang mempengaruhi adopsi e-commerce
oleh UMKM. Penelitian ini bertujuan untuk mengetahui pengaruh dari Managerial Characteristics , Observability,
Relative Advantage, dan Customer Pressure terhadapiadopsi e-commerce oleh UMKM di Kota Surakarta. Dalam
penelitian ini yang berlokasi di Kota Surakarta. Sampel diambil dengan menggunakan metode non-probability dengan
teknik incidental. Analisis dataidilakukan dengan menggunakan SEM-PLS pada aplikasi Smart-PLS 4. Jumlah
responden di dalam penelitian ini sebanyak 100 responden, data yang dikumpulkan dengan menggunakan kuisioner
yang disebarkan kepada UMKM Kota Surakarta dan dianalisis menggunakan SEM-PLS. Hasil penelitian ini
menunjukkan bahwa variabel Managerial Characteristics memiliki pengaruh negatif terhadap adoption e- commerce
UMKM Kota Surakarta. Namun, pada variabel Observability, Relative Advantage, dan Customer Pressure tidak
memiliki pengaruh positif terhadap adoption e- commerce UMKM Kota Surakarta.
Kata Kunci-customer pressure; e-commerce; managerial characteristic; observability; relative advantage; UMKM.
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