Analysis of E-Marketplace Use in East Java’s MSMEs Using the Technology Acceptance Model Approach

Authors

  • Rurid Dwi Anggraeny Department of Technology Management, Industry Management Expertise, Faculty of Creative Design and Digital Business (CREABIZZ), Sepuluh Nopember Institute of Technology
  • Imam Baihaqi Department of Technology Management, Industry Management Expertise, Faculty of Creative Design and Digital Business (CREABIZZ), Sepuluh Nopember Institute of Technology

DOI:

https://doi.org/10.18502/kss.v5i5.8853

Abstract

The e-commerce industry has the potential to be one of the drivers of the domestic economy. One of the impacts of the advancement of e-commerce is the emergence of many online-based marketplaces or so-called e-marketplaces. However, a lot of these online marketplaces sell 90% imported products. In addition, the outbreak of Covid-19 in Indonesia has prompted the government to establish several policies that have significantly reduced MSME performance by up to 70-100%. This study aimed to provide an empirical analysis of the influence of factors based on the Technology of Acceptance Model (TAM) approach, namely e-marketplace self-efficacy, complexity, perceived usefulness, perceived ease of use, attitude towards using, behavioral intention to use, and actual technology use in e-marketplaces. The sample consisted of MSMEs in East Java, especially those engaged in the food and beverage industry sector with ready-to-eat processed food products whose business activities use the Shopee e-marketplace application platform. This is an online shopping marketplace focused on mobile platforms. There were 150 respondents. The Structural Equation Model (SEM) was used. E-marketplace self-efficacy, complexity, perceived usefulness, perceived ease of use, attitude towards using, behavioral intention to use, and actual technology use in e-marketplaces all had positive effects on each other. This showed that a system that offers convenience will improve behavior, habits, and performance for MSMEs in using e-marketplace activities. The theoretical and methodological implications and opportunities for further research are discussed.

Keywords: MSMEs, e-marketplace, technology acceptance model

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Published

2021-03-22

How to Cite

Anggraeny, R. D., & Baihaqi, . I. (2021). Analysis of E-Marketplace Use in East Java’s MSMEs Using the Technology Acceptance Model Approach. KnE Social Sciences, 5(5), 707–727. https://doi.org/10.18502/kss.v5i5.8853