Download fulltext HTML
Apriani, A., ., S., Aslami, N., & Purwanto, S. (2023). Application of the Technology Acceptance Model (TAM) on Post-pandemic Small Medium Enterprises by Adapting to the Marketplace. KnE Social Sciences, 8(12), 817–828. https://doi.org/10.18502/kss.v8i12.13727

https://doi.org/10.18502/kss.v8i12.13727

statistics

  • 155 Abstract Views
  • 102 PDF Views
  • 0 HTML Views

authors

  • Ari Apriani

    Ari Apriani

    Universitas Dian Nusantara, Jakarta, Indonesia
  • Shafwan .

    Shafwan .

    Universitas Islam Negeri Sumatera Utara, Deli Serdang, Indonesia
  • Nuri Aslami

    Nuri Aslami

    Universitas Islam Negeri Sumatera Utara, Deli Serdang, Indonesia
  • Setiyo Purwanto

    Setiyo Purwanto

    Universitas Islam Negeri Sumatera Utara, Deli Serdang, Indonesia

Published Date

  • Jul 18, 2023

Application of the Technology Acceptance Model (TAM) on Post-pandemic Small Medium Enterprises by Adapting to the Marketplace

KnE Social Sciences / Transdisciplinary Symposium on Business, Economics, and Communication (TSBEC 2022) / Pages 817–828

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

References
[1] Bps.go.id. Statistik E-Commerce 2021 [Internet]. bps.go.id. 2021. Available from: https://www.bps.go.id/publication/2021/12/17/667821e67421afd2c81c574b/statistik-ecommerce- 2021.html

[2] Katadata.co.id. Digitalisasi UMKM di Tengah Pandemi Covid-19 [Internet]. katadata. co.id. 2020. Available from: https://katadata.co.id/umkm

[3] Abanmai O. The Importance of Going Digital for SMEs [Internet]. SME Finance Forum. 2020. Available from: https://www.smefinanceforum.org/post/the-importance-ofgoing- digital-for-smes

[4] Annur CM. Lewat Marketplace, 77% UMKM Terbantu Pasarkan Produk saat Pandemi Covid-19 [Internet]. databoks. 2021. Available from: https://databoks.katadata.co.id/datapublish/2021/05/05/lewat-marketplace-77- umkm-terbantu-pasarkan-produk-saat-pandemi-covid-19

[5] Suleman D, Zuniarti I, Sabil, Setyaningsih ED, Yanti VA, Susilowati IH, et al. Decision model based on technology acceptance model (TAM) for online shop consumers in Indonesia. Academy of Marketing Studies Journal. 2019;23(4).

[6] Suleman D, Ali H, Nusraningrum D, Ali MM. Perceived ease of use, trust and risk toward attitude and intention in shopping for online fashion products in Indonesia. Archives of Business Research. 2019;7(4).

[7] Blagoeva KT, Mijoska M. Applying TAM to study online shopping adoption among youth in the Republic of Macedonia. In Venice: University Ss. Cyril and Methodius; 2017.

[8] Fayad R, Paper D. The technology acceptance model e-commerce extension: A conceptual framework. In Procedia Economics and Finance; 2015. p. 1000–1006.

[9] Ingham J, Cadieux J, Berrada AM. e-Shopping acceptance: A qualitative and metaanalytic review. Information & Management. 2015;52(1):44–60.

[10] Lim WM, Ting DH. E-shopping: an analysis of the technology acceptance model. Modern Applied Science. 2012;6(4).

[11] Indarsin T, Ali H. Attitude toward using m-Commerce: The analysis of perceived usefulness, perceived ease of use, and perceived trust: Case study in Ikens Wholesale Trade, Jakarta – Indonesia. Saudi Journal of Business and Management Studies. 2017;2(11):995–1007.

[12] Priambodo S, Prabawani B. Pengaruh Persepsi Manfaat, Persepsi Kemudahan Penggunan, Dan Persepsi Risiko Terhadap Minat Menggunakan Layanan Uang Elektronik (Studi Kasus pada Masyarakat di Kota Semarang). Jurnal Administrasi Bisnis. 2016;5(2):127–135.

[13] Karimah RU. Pengaruh Reputasi Toko Dan Persepsi Kemudahan Terhadap Minat Beli Online Pada Situs Lazada. Co. Id Dengan Kepercayaan Sebagai Variabel Mediasi (Studi Pada Mahasiswa STIE Putra Bangsa Kebumen). Jurnal STIE Putra Bangsa Kebumen. 2018.

[14] Hafiz MA. Pengaruh Persepsi Manfaat Dan persepsi Kemudahan Penggunaan Terhadap niat Penggunaan Mobile commerce (Survey Pada Pelaku Usaha Di Sentra Tanaman Hias Cihideung Kab. Bandung Barat). Universitas Komputer Indonesia; 2019.

[15] Ikhsani K, Widayati CC, Wuryandari NER. Analisis Pengaruh Persepsi Resiko, Promosi, Dan Kepercayaan Merek Terhadap Niat Beli Pasca Covid-19. Jurnal Bisnis, Ekonomi, Manajemen, dan Kewirausahaan. 2021;1(1).

[16] Sati RAS, Ramaditya M. Pengaruh Persepsi Manfaat, Persepsi Kemudahan Penggunaan, Kepercayaan Dan Persepsi Risiko Terhadap Minat Menggunakan E-Money (Studi Kasus Pada Konsumen Yang Menggunakan Metland Card). STIE Indonesia (STEI) Jakarta; 2020.

[17] Soto-Acosta P, Molina-Castillo FJ, Lopez-Nicolas C, Colomo-Palacios R. The effect of information overload and disorganisation on intention to purchase online: The role of perceived risk and internet experience. Online Information Review. 2014;38(4):543– 561.

[18] Nur AM, Ghalib S, Utomo S. Pengaruh Promosi Dan Harga Terhadap Minat Beli Yang Dimediasi Oleh Kepercayaan Pada Pelanggan Indihome Di Kota Palangka Raya (Studi Emperis Pada PT.Telkom Provinsi Kalimantan Tengah). Jurnal Bisnis dan Pembangunan. 2020;9(1).

[19] Hsu M-H, Chuang L-W, Hsu C-S. Understanding online shopping intention: The roles of four types of trust and their antecedents. Internet Research. 2014;24(3):332–352.

[20] Puspitarini DA, Dewi IR. Fraud risk and trust on the intention to buy of e-commerce. Journal of Contemporary Account. 2021;3(1):45–52.

[21] Ariyanti A, Darmanto RF. Analisis Terhadap Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Wardah Cosmetics. Jurnal Manaj Kewirausahaan. 2020;17(2):143– 154.

[22] Chistiarini R, Yovania V. Pengaruh trust, perceived ease of use, perceived usefulness dan Subjective Norm Terhadap Intention to Shop Online Produk Sport Fashion di Kota Batam. YUME Journal of Management. 2022;5(1):279–294.

[23] Marza S, Idris I, Abror A. The influence of convenience, enjoyment, perceived risk, and trust on the attitude toward online shopping. In: Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018). Atlantis Press; 2018.

[24] Suliyanto. Metode Penelitian Bisnis untuk Skripsi. Yogyakarta: Andi; 2018.

[25] Sekaran U, Bougie R. Metode Penelitian untuk Bisnis: Pendekatan Pengembangan- Keahlian, Edisi 6 Buku 1. 6th ed. Jakarta: Salemba Empat; 2017.

[26] Nuryanto S, Sugandini D. Trust , perceived usefulness , perceived ease of use and attitudes on online shopping. 2020;1(1):97–103.

[27] Guritno S, Siringoringo H. Perceived usefulness , ease of use , and attitude towards online shopping usefulness towards online airlines ticket purchase. Procedia - Social and Behavioral Sciences. 2013;81:212–216.

[28] Bhatti A, Rehman SU. Perceived benefits and perceived risks effect on online shopping behavior with the mediating role of consumer purchase intention in Pakistan. International Journal of Management Studies. 2019;26(1):33–54.

[29] Suleman D, Suharyadi D, Rusiyati S, Sabil, Riftiasari D, Marwansyah S. How trust, risk toward attitude when shopping retail online. Dinasti International Journal of Management Science. 2020;1(4):487–492.

[30] Al-Debei MM, Akroush MN, Ashouri MI. Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research. 2015;25(5):707–733.

[31] Ha NT, Lien T, Nguyen H, Pham T Van, Hong T, Nguyen T. Factors influencing online shopping intention: An empirical study in Vietnam *. 2021;8(3):1257–1266.

[32] Primanda R. The role of trust on perceived usefulness and perceived ease of use toward purchase intention among Yogyakarta’ s Students. 2020;03(2017):316–326.

[33] Ventre I, Kolbe D. The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican Perspective. Journal of International Consumer Marketing. 2020;32(4):287–299.

[34] Arora N, Aggarwal A. The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies. 2018 Jan 1;7(1):91–110.