DEVELOPMENT OF TECHNOLOGY ACCEPTANCE MODEL FOR SMES IN THE USE OF MARKETPLACE IN PEKANBARU

• Main Author: Zelly Firmandani, Nando
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84281
• Institution: Institut Teknologi Bandung

Micro, Small, and Medium Enterprises (SMEs) are an important component of the Indonesian economy, with 64 million SMEs accounting for 99.99% of the business population. However, SMEs often face challenges in management, marketing, finance, and business strategy due to limited resources and capabilities. The Covid- 19 pandemic has exacerbated this situation by reducing MSME sales, production and revenue. Nonetheless, the pandemic has also forced SMEs to adapt to digital technology, particularly e-commerce, which offers many advantages such as increased revenue, reduced transaction costs, and convenience for consumers. E- commerce is growing rapidly and is reinforced by the many marketplaces that currently dominate the market in Indonesia. Marketplace is one type of business mechanism that is carried out electronically using the internet. Marketplace provides a place for various SMEs to open online stores and sell their products, thus helping SMEs reach a wider market and increasing their operational efficiency. This research aims to examine the factors that influence the adoption of marketplace by SMEs in Pekanbaru. The model used in this study is the Technology Acceptance Model (TAM) which is expanded by adding internal variables, namely the effect of trust and facilitating conditions, as well as external variables, namely government support on SMEs' intention to adopt marketplace. This study uses 19 indicators to measure 6 research constructs. The survey was conducted on 110 women's clothing SMEs in Pekanbaru, and the data was processed using the PLS-SEM (Partial Least Squares Structural Equation Modelling) method. Data collection shows that the majority of respondents are female and have a high school education level. Based on the experience of using the marketplace, the most widely used application is Shopee. The results show that trust, perceived ease of use, perceived usefulness and government support have a positive and significant effect on marketplace adoption. Furthermore, it is known that trust has a positive and significant effect on perceived ease of use and perceived usefulness, perceived ease of use has a positive and significant effect on perceived usefulness. However, there is no positive and significant relationship between facilitating conditions and marketplace adoption. This research offers recommendations for MSME players, iv service providers and the government related to encouraging SMEs to adopt marketplaces in accordance with the findings generated in the study. The results of this study are expected to provide insights and practical recommendations for SMEs in optimizing the use of marketplaces as a business strategy in the digital era, as well as providing input for the government in designing policies that support the digitalization of SMEs.