| dc.description.abstract | The use of e-commerce among Micro, Small, and Medium Enterprises
(MSMEs) in the food and beverage sector in Mataram City remains relatively low,
at only 20.43 percent. This is closely related to the behavior of MSME actors, which
is influenced by their intention to use e-commerce. Therefore, it is essential to
enhance the use of e-commerce among food and beverage MSMEs in Mataram City
by understanding the behavioral model of e-commerce adoption. Drawing on
various behavioral theories and previous research, this study adopts a combined
model of the Technology Acceptance Model (TAM) and the Theory of Planned
Behavior (TPB), along with an extended variable, namely government support. The
objectives of this study are: (1) to analyze the relationship between the
characteristics of MSME actors and their e-commerce usage behavior as well as
MSME performance; (2) to analyze the determinants that influence the intention to
use e-commerce and their impact on e-commerce usage behavior among MSMEs;
and (3) to analyze the influence of e-commerce usage behavior and government
support on MSME performance. The population in this study includes all food and
beverage MSMEs in Mataram City that have used e-commerce for at least two
months, totaling 200 MSMEs. Data were collected through a Google Form
questionnaire. The study employs descriptive analysis, Spearman test, and
Structural Equation Modeling (SEM) for data analysis.
This study yielded several findings. First, the characteristics of the
respondents were predominantly MSME actors aged 34 years or younger,
representing Generation Y and Z (66.5 percent), female (61.5 percent), with a senior
high school education level (75.5 percent), and with less than 10 years of
entrepreneurial experience (81.5 percent). Among these characteristics, age and
education level were found to significantly influence both e-commerce usage
behavior and MSME performance. This suggests that younger and more highly
educated MSME actors tend to experience increased sales and demonstrate better
business performance.
Second, the determinants influencing the intention to use e-commerce
among food and beverage MSMEs in Mataram City include perceived usefulness
(PU), attitude toward using (ATU), subjective norms (SN), and perceived
behavioral control (PBC). This means that the greater the MSME actors’ perception
that e-commerce usage is effective, efficient, facilitates work, is flexible,
transparent, and accelerates task completion, the stronger their intention to use e-
commerce. In addition, a positive attitude toward using e-commerce—based on the
knowledge and experience of MSME actors—also encourages the intention to
adopt it. Encouragement from reference groups, such as fellow MSME actors,
competitors, and people in their surroundings, may further influence this intention.
On the other hand, perceived behavioral control—relating to decision-
making capabilities, improvement in human resource quality, and access to digital
infrastructure—can also influence the intention to use e-commerce through
actionable plans. Furthermore, in this study, e-commerce usage behavior is directly
influenced by intention to use (IU), perceived behavioral control (PBC), and
government support (GS). This indicates that a stronger intention to use e-
commerce, greater perceived control over behavior, and substantial government
support through various programs can all significantly enhance optimal e-
commerce usage behavior among MSMEs.
Third, e-commerce usage behavior and government support directly
influence MSME performance. MSME actors who frequently utilize e-commerce
and participate in government programs tend to achieve higher sales, profits, and
market share. The combination of the Technology Acceptance Model (TAM) and
the Theory of Planned Behavior (TPB) provides the most effective theoretical
framework for understanding e-commerce usage behavior.
There are several managerial implications derived from these findings. First,
e-commerce platform providers need to design interfaces that are clear, tailored to
different market segments, and user-friendly. Additionally, they should incorporate
specific features such as user guides, video tutorials, and online customer service
to facilitate ease of use. Attention should also be given to language selection,
terminology, symbols, feature grouping, and ensuring a straightforward user
experience. Second, MSME actors must be more responsive, creative, and
innovative than their competitors. They should improve the quality of human
resources through socialization, training, or self-learning. MSMEs may also
consider recruiting employees with specialized competencies to support digital
transformation efforts. Third, the government needs to provide support in the form
of digital training and mentoring, involving experts, digital communities, and
MSME actors who have successfully undergone digital transformation. | |
