Pengaruh Managerial Characteristics, Observability, Relative Advantage, dan Customer Pressure terhadap Adopsi E-Commerce pada UMKM di Kecamatan Subang
Abstrak
Adopsi digital dalam e-commerce UMKM di Kecamatan Subang masih tergolong rendah untuk dapat bersaing dengan UMKM di wilayah lain dalam era digital seperti saat ini. Penerapan e-commerce pada UMKM berbanding lurus pada peningkatan kepuasan pelanggan dikarenakan dapat mengoptimalkan ketersediaan informasi dan sumber daya sehingga meminimalisir terjadinya kesalahan. Penelitian ini menggunakan teori Technology, Organization, and Environment. Yang di dukung oleh teori Diffusion of Inovation, Resource Based View dan External Contigency. Tujuan penelitian ini adalah untuk menguji pengaruh managerial characteristic, observability, relative advantage, dan customer pressure terhadap adopsi e-commerce pada UMKM di Kecamatan Subang. Populasi dalam penelitian ini adalah UMKM di Kecamatan Subang dengan pengambilan sampelnya menggunakan metode sampling nonprobabilitik yaitu teknik incidental. Dengan sampel sebanyak 100 UMKM pengolahan data pada penelitian ini dilakukan melalui uji analisis data dengan uji t, dengan SEM-PLS pada aplikasi Smart-PLS 4. Hasil penelitian ini menunjukkan bahwa observability dan customer pressure memiliki pengaruh positif signifikan pada adopsi ecommerce oleh UMKM, sedangkan characteristics managerial dan relative advantage tidak menunjukkan pengaruh yang signifikan.
Kata Kunci-UMKM, karakteristik manajerial, observabilitas, keuntungan relatif, tekanan pelanggan, ecommerce
Unduhan
Referensi
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