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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References
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