Small Medium Enterprises Transforming to Digital given E-Commerce Users' Intention to Shop Online
DOI:
https://doi.org/10.31933/dijms.v5i2.2124Keywords:
Keywords: digital, e-commerce, intention to buy online, SMEsAbstract
The aim of this study is to explore the digital transformation of SMEs concerning the intention to make online purchases, with the anticipated outcome being the formulation of effective strategies for SMEs to boost consumer inclination towards online shopping. The study involved consumers using Shopee and Tokopedia in the Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) areas, with a sample size of 220 respondents spread across Jabodetabek. Data collection utilized a questionnaire method where respondents provided answers in a choice-based format, employing a Likert scale for question scaling. Quantitative analysis, specifically using SEM analysis tools, was the method employed in this research. The findings highlighted that perceived usefulness and trust significantly and positively influenced attitudes towards online shopping and the intention to purchase online. Additionally, perceived ease of use had a positive and significant effect on attitudes towards online shopping, yet it did not directly impact the intention to buy online. This research's implications offer valuable insights into digital transformation, aiming to enhance SMEs and alter consumer shopping behaviors in the digital era.
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Raman, Prashant. 2019. “Understanding Female Consumers’ Intention to Shop Online: The Role of Trust, Convenience and Customer Service.” Asia Pacific Journal of Marketing and Logistics 31(4):1138–60. doi: https://doi.org/10.1108/APJML-10-2018-0396.
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Riley, Jason M., and Richard Klein. 2021. “How Logistics Capabilities Offered by Retailers Influence Millennials’ Online Purchasing Attitudes and Intentions.” Young Consumers 22(1):131–51. doi: https://doi.org/10.1108/YC-12-2018-0889.
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Suleman, Dede, Hapzi Ali, Dewi Nusraningrum, and Mochammad Mukti Ali. 2019. “Perceived Ease of Use, Trust and Risk toward Attitude and Intention in Shopping for Online Fashion Products In Indonesia.” Archives of Business Research 7(4). doi: https://doi.org/10.14738/abr.74.6482.
Suleman, Dede, Dedi Suharyadi, Sri Rusiyati, Sabil, Dinar Riftiasari, and Sofyan Marwansyah. 2020. “How Trust, Risk Toward Attitude When Shopping Retail Online.” Dinasti International Journal of Management Science 1(4):487–92. doi: https://doi.org/10.31933/dijms.v1i4.185.
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Agustin, Dwi Andriyanti, Ryan Ariesco Wijaya, and Janviera Adriana Nugrahani. 2021. “Pengaruh Perceived Usefulness Dan Perceived Ease of Use Terhadap Attitude Toward Using E-Wallet Pada Mahasiswa Selama Pandemi COVID-19.” in Prosiding Seminar Nasional Ekonomi dan Bisnis.
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Anon. 2020. “Digitalisasi UMKM Di Tengah Pandemi Covid-19.” Katadata.Co.Id. Retrieved (https://katadata.co.id/umkm).
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Chistiarini, Renny, and Valencia Yovania. 2022. “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 5(1):279–94. doi: https://doi.org/10.2568/yum.v5i1.1469.
Eisingerich, Andreas B., and Gaia Rubera. 2010. “Drivers of Brand Commitment: A Cross-National Investigation.” Journal of International Marketing 18(2). doi: https://doi.org/10.1509/jimk.18.2.64.
Eneizan, Bilal, Abdallah Alsaad, Abdelbaset Alkhawaldeh, Hassan N. Rawash, and Odai Enaizan. 2020. “E-Wom, Trust, Usefulness, Ease Of Use, And Online Shopping Via Websites: The Moderating Role Of Online Shopping Experience.” Journal of Theoretical and Applied Information Technology 98(13).
Ghozali, Imam, and Hengky Latan. 2020. Partial Least Squares: Konsep, Teknik Dan Aplikasi Menggunakan SmartPLS 3.0 Untuk Penelitian Empiris (Vol. 2). Universitas Diponegoro.
Ha, Ngoc Thang, Thi Lien Huong Nguyen, Thi Phuong Linh Nguyen, and Thanh Do Nguyen. 2019. “The Effect of Trust on Consumers’ Online Purchase Intention: An Integration of TAM and TPB.” Management Science Letters 9(9):1451–60. doi: 10.5267/j.msl.2019.5.006.
Hair, Jr Joseph F., G. Tomas M. Hult, Christian M. Ringle, and Marko Sarstedt. 2021. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
Hasan, Golan. 2020. “Pengaruh Efek Iklan Endorsement Terhadap Niat Konsumen Untuk Berbelanja Online Di Kota Batam.” JAM Innovation: Journal of Accounting and Management Innovation 4(2).
Irvania, Viorendra Anggi. 2022. “Pengaruh Perceived Usefulness, Trust Dan Perceived Risk Terhadap Purchase Intention Pengguna Shopee.” Akmenika: Jurnal Akuntansi Dan Manajemen 19(1). doi: https://doi.org/10.31316/akmenika.v19i1.2644.
Japarianto, Edwin, and Yahya Dwi Anggono. 2020. “Analisa Pengaruh Perceived Ease Of Use Terhadap Intention To Buy Dengan Perceived Usefulness Sebagai Variabel Intervening Pada Aplikasi E-Commerce Tokopedia.” Jurnal Strategi Pemasaran 7(1).
Karnadjaja, Claudia Cindy, Diyah Tulipa, and Robertus Sigit Haribowo Lukito. 2017. “Pengaruh Persepsi Risiko, Manfaat, Dan Kemudahan Penggunaan Terhadap Minat Belanja Online Melalui Kepercayaan Dan Sikap Pada Konsumen Zalora Di Surabaya.” Kajian Ilmiah Mahasiswa Manajemen 6(2).
Karyati, Ika Puspita. 2019. “E-Commerce Untuk UMKM Dan Pertumbuhan Ekonomi Indonesia.” Pusdiklat Keuangan Umum. Retrieved (https://bppk.kemenkeu.go.id/pusdiklat-keuangan-umum/berita/e-commerce-untuk-umkm-dan-pertumbuhan-ekonomi-indonesia-237095).
Kasilingam, Dharun Lingam. 2020. “Understanding the Attitude and Intention to Use Smartphone Chatbots for Shopping.” Technology in Society 62. doi: https://doi.org/10.1016/j.techsoc.2020.101280.
Lefiani, Nia, and Anggalia Wibasuri. 2021. “Pengaruh Kemudahan Dan Manfaat Berbelanja Online Terhadap Niat Beli Ulang Dilihat Dari Sikap Konsumen.” Jurnal Bina Bangsa Ekonomika 14(1):70–78. doi: https://doi.org/10.46306/jbbe.v14i1.47.
Marza, Selfia, Idris Idris, and Abror Abror. 2018. “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.
McDaniel, Carl, and Roger Gates. 2012. Marketing Research Essentials. Wiley Global Education.
Mujiasih, Riani, and Gunarso Wiwoho. 2020. “Pengaruh Perceived Usefulness, Perceived Ease of Use Terhadap Trust Dan Intention to Buy KAI Access Tickets Online Pada Generasi Millennial Di Kabupaten Kebumen.” Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA) 2(3):476–90. doi: https://doi.org/10.32639/jimmba.v2i3.492.
Mulyati, Yofina, and Grace Gesitera. 2020. “Pengaruh Online Customer Review Terhadap Purchase Intention Dengan Trust Sebagai Intervening Pada Toko Online Bukalapak Di Kota Padang.” Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship 9(2). doi: http://dx.doi.org/10.30588/jmp.v9i2.538.
Neumann, Hannah L., Luisa M. Martinez, and Luis F. Martinez. 2021. “Sustainability Efforts in the Fast Fashion Industry: Consumer Perception, Trust and Purchase Intention.” Sustainability Accounting, Management and Policy Journal 12(3):571–90. doi: https://doi.org/10.1108/SAMPJ-11-2019-0405.
Nguyen, Thi Thu Ha, Ninh Nguyen, Thi Bich Loan Nguyen, Thi Thu Hoai Phan, Lan Phuong Bui, and Hee Cheol Moon. 2019. “Investigating Consumer Attitude and Intention towards Online Food Purchasing in an Emerging Economy: An Extended TAM Approach.” Foods 8(11). doi: https://doi.org/10.3390/foods8110576.
Nyssa, Nadya, and Rose Rahmidani. 2019. “Pengaruh Perceived Trustworthiness, Perceived Risk Dan Perceived Ease Of Use Terhadap Minat Beli Konsumen Pada Toko Online JD.ID Di Kota Padang.” Jurnal Ecogen 2(3). doi: http://dx.doi.org/10.24036/jmpe.v2i3.7331.
Oktania, Dyan Erlyn, and Tias Andarini Indarwati. 2022. “Pengaruh Perceived Usefulness, Perceived Ease of Use, Dan Compatibility with Lifestyle Terhadap Niat Beli Di Social Commerce.” Jurnal Ilmu Manajemen 10(1):255–267. doi: https://doi.org/10.26740/jim.v10n1.p255-267.
Oktora, Rizqy, Adriyani Syakillah, Adam Luthfi Kusumatrisna, Evan Fernando, Atika Nashirah Hasyyati, Vera Citra Wulandari, Rima Untari, and Tri Sutarsih. 2022. Statistik ECommerce 2022.
Peña-García, Nathalie, Irene Gil-Saura, Augusto Rodríguez-Orejuela, and José Ribamar Siqueira-Junior. 2020. “Purchase Intention and Purchase Behavior Online: A Cross-Cultural Approach.” Heliyon 6(6). doi: https://doi.org/10.1016/j.heliyon.2020.e04284.
Pillai, Rajasshrie, Brijesh Sivathanu, and Yogesh K. Dwivedi. 2020. “Shopping Intention At AI-Powered Automated Retail Stores (AIPARS).” Journal of Retailing and Consumer Services 57. doi: https://doi.org/10.1016/j.jretconser.2020.102207.
Rahmiati, Rahmiati, and Indri Ilma Yuannita. 2019. “The Influence of Trust, Perceived Usefulness, Perceived Ease of Use, and Attitude on Purchase Intention.” Jurnal Kajian Manajemen Bisnis 8(1). doi: https://doi.org/10.24036/jkmb.10884800.
Raman, Prashant. 2019. “Understanding Female Consumers’ Intention to Shop Online: The Role of Trust, Convenience and Customer Service.” Asia Pacific Journal of Marketing and Logistics 31(4):1138–60. doi: https://doi.org/10.1108/APJML-10-2018-0396.
Rehman, Shafique Ur, Anam Bhatti, Rapiah Mohamed, and Hazeline Ayoup. 2019. “The Moderating Role of Trust and Commitment between Consumer Purchase Intention and Online Shopping Behavior in the Context of Pakistan.” Journal of Global Entrepreneurship Research (43). doi: https://doi.org/10.1186/s40497-019-0166-2.
Riley, Jason M., and Richard Klein. 2021. “How Logistics Capabilities Offered by Retailers Influence Millennials’ Online Purchasing Attitudes and Intentions.” Young Consumers 22(1):131–51. doi: https://doi.org/10.1108/YC-12-2018-0889.
Sianadewi, Jessica Hani, Lydia Ari Widyarini, and Wahyudi Wibowo. 2017. “Pengaruh Perceived Social Presence, Perceived Ease Of Use, Perceived Usefulness, Dan Attitude Towards Online Shopping Terhadap Niat Beli Pada Jakarta Notebook.Com.” KajianIlmiah Mahasiswa Manajemen (KAMMA) 6(2).
Sugiyono. 2019. Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: Alfabeta.
Suhendra, Andy Reyhan, Yolanda Masnita, and Kurniawati Kurniawati. 2023. “Anteseden Sikap Konsumen Terhadap Perilaku Pembelian Online.” Jurnal Samudra Ekonomi Dan Bisnis 14(1). doi: 10.33059/jseb.v14i1.5954.
Sujati, Singgih. 2017. “Faktor Kepercayaan, Perceived Ease Of Use, Dan Perceived Usefulness Yang Mempengaruhi Niat Belanja Online Melalui Website Lazada.” Universitas Kristen Satya Wacana Salatiga.
Suleman, Dede, Hapzi Ali, Dewi Nusraningrum, and Mochammad Mukti Ali. 2019. “Perceived Ease of Use, Trust and Risk toward Attitude and Intention in Shopping for Online Fashion Products In Indonesia.” Archives of Business Research 7(4). doi: https://doi.org/10.14738/abr.74.6482.
Suleman, Dede, Dedi Suharyadi, Sri Rusiyati, Sabil, Dinar Riftiasari, and Sofyan Marwansyah. 2020. “How Trust, Risk Toward Attitude When Shopping Retail Online.” Dinasti International Journal of Management Science 1(4):487–92. doi: https://doi.org/10.31933/dijms.v1i4.185.
Suleman, Dede, Ida Zuniarti, Sabil, Eka Dyah Setyaningsih, Vera Agustina Yanti, Isnurrini Hidayat Susilowati, Imelda Sari, Sofyan Marwansyah, Seno Sudarmono Hadi, and Amin Setio Lestiningsih. 2019. “Decision Model Based On Technology Acceptance Model (TAM) For Online Shop Consumers In Indonesia.” Academy of Marketing Studies Journal 23(4).
Udayana, IBN, and Danang Ramadhan. 2019. “Pengaruh Perceived Usefullness, Perceived Ease Of Use, Dan Subjective Norm Terhadap Purchase Intention Melalui Attitude Sebagai Mediasi (Studi Kasus Pada Konsumen Gudang Digital Online Yogyakarta).” Jurnal EBBANK 10(2):41–48.
Vahdat, Arash, Ali Alizadeh, Sara Quach, and Nicolas Hamelin. 2020. “Would You like to Shop via Mobile App Technology? The Technology Acceptance Model, Social Factors and Purchase Intention.” Australasian Marketing Journal (AMJ) 29(2). doi: https://doi.org/10.1016/j.ausmj.2020.01.002.
Wang, Yu, Shanyong Wang, Jing Wang, Jiuchang Wei, and Chenglin Wang. 2020. “An Empirical Study of Consumers’ Intention to Use Ride-Sharing Services: Using an Extended Technology Acceptance Model.” Transportation 47:397–415.
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Published
2023-12-05
How to Cite
Apriani, A., & Siti Annisa Wahdiniawati. (2023). Small Medium Enterprises Transforming to Digital given E-Commerce Users’ Intention to Shop Online. Dinasti International Journal of Management Science, 5(2), 243–257. https://doi.org/10.31933/dijms.v5i2.2124
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