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
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