THE EFFECT OF DIGITAL LITERACY ON ACCEPTANCE OF DIGITAL MARKETING TECHNOLOGY IN BANDUNG CITY DURING THE NEW NORMAL COVID 19

• Main Author: Luthfi Dzulfiqor, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62377
• Institution: Institut Teknologi Bandung

Micro, Small, and Medium Enterprises, or MSMEs, have become one of the pillars of Indonesia's influential economy, and during a pandemic, this sector is one of the most affected. According to the Indonesian Central Statistics Agency's 2020 E-Commerce Statistics journal, as many as 85.83 percent of MSME players experienced a decrease in income, while those who experienced an increase were only around 4.58 percent, and 9.59 experienced income stagnation. However, when MSMEs entered the New Normal, their income remained low because sales did not rise, despite the fact that the opportunity to sell products in the digital market was enormous. The purpose of this study is to determine the digital literacy ability of Indonesian MSME actors to accept digital marketing methods for increasing their business income. To keep up with changing consumer patterns in the digital era, MSME actors must have the ability to receive, identify, and process information received in digital form, or what is known as digital literacy skills. The TAM (Technology Acceptance Model) model was used to compile this study, which examines the effect of digital literacy on MSME actors' acceptance of digital marketing in Indonesia. Data was collected through an online questionnaire with a total of 200 respondents in the city of Bandung and tested using the PLS-SEM (partial least squares-structural equation modeling) method. The findings indicate that digital literacy skills have no significant effect on increasing business income. The findings of this study can be used by stakeholders to develop digital marketing policies or strategies for SMEs.