Application of the Technology Acceptance Model (TAM) on Post-pandemic Small Medium Enterprises by Adapting to the Marketplace
Abstract
The Covid-19 pandemic significantly negatively influenced on Indonesia’s economic development, with 63.9% of SMEs experiencing a fall in turnover of more than 30% and only 3.8% of SMEs experiencing an increase. Around 80.6% of SMEs benefit from digital sales and marketing to keep running their business during the pandemic. This research focuses on marketplace consumers who make transactions at Shopee and Tokopedia. This study aims to provide an overview of online shopping interest in consumers through the marketplace, which of course, with the use of sales channels with marketplaces can increase sales turnover of SMEs actors. During the Covid-19 virus pandemic, SME actors must utilize the market as a means of selling and marketing because it is crucial for drawing in customers and offers numerous promotional programs like delivery, cash back, and discounts. This study’s findings are anticipated to subsequently help SMEs actors employ the best strategy to enhance customer intents to shop at online retailers.
Keywords: adaptation, interest in online shopping, marketplace, small medium enterprises, technology acceptance model, post pandemic
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