Adopsi E-Commerce oleh Umkm di Banten: Analisis Pengaruh Theory Of Planned Behavior

Erni Taruli Pebrina, Ipang Sasono, Dhaniel Hutagalung, Riyanto Riyanto, Masduki Asbari

Abstract


Tujuan studi ini adalah untuk menemukan dan mendefinisikan model yang dapat menjelaskan adopsi E-commerce oleh pelaku Usaha Mikro, Kecil dan Menengah (UMKM) pada pelaku usaha tersebut di Banten. Data dikumpulkan dari 93 karyawan UMKM, yang bekerja pada UMKM di Banten. Metode penelitian yang digunakan adalah metode kuantitatif dan survei konfirmasi dengan bantuan software SmartPLS 3.0. Studi ini menunjukkan bahwa: Pertama, attitude toward using berpengaruh signifikan positif terhadap intention to use. Kedua, subjective norm berpengaruh signifikan pada intention to use. Ketiga, perceived behavior control berpengaruh pada intention to use. Keempat, intention to use berpengaruh signifikan pada usage behavior. Kelima, perceived behavior control berpengaruh pada usage behavior. Studi ini menguatkan fakta bahwa theory of planned behavior mampu menjelaskan tentang adopsi e-commerce pada pelaku UMKM di Banten.

Keywords


E-commerce, theory of planned behavior, UMKM.

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DOI: https://doi.org/10.31004/edukatif.v3i6.1484

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