Determinan Adopsi Teknologi Digital Pada UMKM di Indonesia
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Abstract
This study examines the impact of digital transformation on businesses, driven by global market and socio-economic changes, such as pandemics and supply chain disruptions. It tests the UTAUT model and the influence of the business environment on MSMEs' adoption of digital technology, using purposive sampling with 319 MSME owners and managers. The research, analyzed via PLS-SEM, finds that effort expectancy and facilitating conditions from UTAUT, along with competitive and trading partner pressure, significantly affect MSMEs' intention to adopt digital technology. The study recommends improving user-friendly features and infrastructure to support digitalization for MSMEs.
Abstrak
Penelitian ini mengkaji dampak transformasi digital pada bisnis, yang didorong oleh perubahan pasar global dan sosial-ekonomi, seperti pandemi dan disrupsi rantai pasokan. Penelitian ini menguji model UTAUT dan pengaruh lingkungan bisnis terhadap adopsi teknologi digital oleh UMKM, menggunakan purposive sampling dengan 319 pemilik dan manajer UMKM. Penelitian yang dianalisis melalui PLS-SEM ini menemukan bahwa ekspektasi usaha dan kondisi pendukung dari UTAUT, serta tekanan kompetitif dan tekanan mitra dagang, secara signifikan mempengaruhi niat UMKM untuk mengadopsi teknologi digital. Studi ini merekomendasikan peningkatan fitur yang ramah pengguna dan infrastruktur untuk mendukung digitalisasi UMKM.
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