Pengaruh Performance Expectancy dan Effort Expectancy terhadap E-commerce Adoption Usage melalui Behavioral Intention

Thoriq Nauval Makarim, Hafid Kholidi Hadi, Muhammad Fachmi, Achmad Kautsar

Abstract


UMKM menyerap sekitar 97% tenaga kerja dan menyumbang lebih dari 60% PDB, menjadikannya fondasi perekonomian Indonesia. UMKM dikategorikan berdasarkan pendapatan dan asetnya sesuai dengan peraturan yang berlaku. Bagi UMKM, kemunculan digitalisasi dan e-commerce telah menjadi taktik krusial untuk meningkatkan produktivitas, membuka pasar baru, dan mendorong pengembangan perusahaan jangka panjang. Studi ini memakai purposive sampling UMKM di Kediri yang telah terlibat dalam e-commerce selama minimal dua tahun. Survei menggunakan skala Likert 5 poin melalui GForms untuk mengumpulkan data. Analisis data dilakukan dengan SEM-PLS, termasuk pengujian model internal dan eksternal, yang mencakup koefisien determinasi, validitas, reliabilitas, dan pengujian hipotesa. Temuan memperlihatkan Behavioral Intention dan E-commerce Adoption Usage secara signifikan dipengaruhi oleh Performance Expectancy dan Effort Expectancy. Selain itu, E-commerce Adoption Usage terbukti secara signifikan dipengaruhi oleh Behavioral Intention. Efek dari persepsi keuntungan dan kemudahan penggunaan terhadap adopsi dan penggunaan jangka panjang e-commerce diperkuat oleh niat perilaku, yang berfungsi sebagai mediator. Penelitian ini menunjukkan bagaimana Behavioral intention dan E-commerce Adoption Usage di kalangan UMKM di Kediri secara signifikan dipengaruhi oleh Performance Expectancy dan Effort Expectancy. Perilaku adopsi teknologi dapat dijelaskan dengan baik oleh model UTAUT.

Keywords


Performance Expectancy, Effort Expectancy, E-commerce Adoption Usage, Behavioral Intention

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DOI: https://doi.org/10.17509/ijdb.v5i4.95694

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