Strategi Peningkatan Intensi Penerapan Model Bisnis Digital pada UMKM Grosir Pakaian

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) berperan penting dalam perekonomian Indonesia, termasuk di sektor perdagangan grosir pakaian yang terpusat di kawasan Tanah Abang. Meskipun perkembangan digital di Indonesia cukup pesat, mayoritas pelaku UMKM grosir pakaian masih menjalankan bisnis secara konvensional dan belum mengadopsi model bisnis digital. Rendahnya tingkat adopsi ini disebabkan oleh berbagai faktor, baik internal maupun eksternal, seperti keterbatasan pemahaman teknologi, persepsi terhadap kemanfaatan digitalisasi, dan kesiapan organisasi. Penelitian ini bertujuan untuk mengidentifikasi aspek-aspek yang memengaruhi tingkat kesiapan digital atau e-readiness pada UMKM grosir pakaian, menganalisis pengaruhnya terhadap intensi penerapan model bisnis digital (e- business), serta merumuskan strategi yang dapat meningkatkan intensi tersebut. Penelitian difokuskan pada UMKM grosir pakaian di Pusat Grosir Metro Tanah Abang. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik Structural Equation Modeling – Partial Least Squares (SEM-PLS) untuk menguji pengaruh konstruk e-readiness dan Technology Acceptance Model (TAM) terhadap intensi penerapan e-business. Selain itu, Fuzzy Analytical Hierarchy Process (FAHP) digunakan untuk menyusun prioritas strategi berdasarkan bobot dan penilaian para ahli. Hasil analisis menunjukkan bahwa Perceived Organizational e-Readiness (POER) memiliki pengaruh paling besar terhadap intensi penerapan e-business, terutama melalui mediasi persepsi kemudahan penggunaan (Perceived Ease of Use) dan persepsi kemanfaatan (Perceived Usefulness). Di sisi lain, faktor eksternal seperti dukungan pasar atau pemerintah (Perceived External e-Readiness/PEER) tidak menunjukkan pengaruh signifikan. Ini menunjukkan bahwa kesiapan internal organisasi lebih menentukan dibandingkan faktor eksternal dalam mendorong niat transformasi digital. Strategi prioritas yang dirumuskan dalam penelitian ini meliputi pembentukan komunitas digital antar pelaku UMKM, peningkatan literasi digital melalui pelatihan, dan penetapan UMKM yang telah sukses menerapkan e-business sebagai role model. Temuan ini memperkuat pentingnya penguatan kapasitas internal pelaku UMKM sebelum mendorong kolaborasi eksternal. Implikasi dari penelitian ini dapat menjadi acuan bagi pembuat kebijakan, asosiasi UMKM, serta pelaku usaha dalam merancang intervensi strategis untuk mempercepat adopsi model bisnis digital.

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia’s economy, particularly in the wholesale clothing sector centered in Tanah Abang. Despite the rapid growth of digital infrastructure and e-commerce, most wholesale clothing MSMEs still operate conventionally and have not adopted digital business models. This low adoption rate is influenced by various internal and external factors, including technological understanding, perceived usefulness of digitalization, and organizational readiness. This study aims to identify factors that influence the level of digital readiness (e-readiness) among wholesale clothing MSMEs, examine their effect on the intention to adopt digital business models (e-business), and formulate strategies to increase such intention. The research focuses on wholesale clothing MSMEs located in Pusat Grosir Metro Tanah Abang. A quantitative method was applied using Structural Equation Modeling – Partial Least Squares (SEM-PLS) to examine the predictive relationships between e-readiness, Technology Acceptance Model (TAM) variables, and e-business adoption intention. The Fuzzy Analytical Hierarchy Process (FAHP) was used to prioritize strategies based on expert judgment. The findings indicate that Perceived Organizational e-Readiness (POER) has the most significant influence on the intention to adopt e-business, particularly through the mediating roles of Perceived Ease of Use and Perceived Usefulness. In contrast, external factors such as government and market support (Perceived External e-Readiness/PEER) showed no significant effect. This suggests that internal organizational preparedness plays a more critical role than external conditions in shaping digital transformation intentions. The proposed strategic priorities include establishing a digital community among MSME actors, enhancing digital literacy through continuous training, and designating successful digital MSMEs as role models. These findings highlight the need to strengthen internal capacities before pushing for external collaboration. The implications of this study provide practical insights for policymakers, MSME associations, and business actors to design effective interventions for accelerating the adoption of digital business models.