ANALYSIS OF FACTORS AFFECTING THE ADOPTION OF E-MARKETPLACE ETAPASBAR ON SMEs IN BANDUNG
Yuvie Miftah Huda, Siska Noviaristanti

Telkom University

Abstract

The COVID-19 pandemic has had a negative impact on various sectors, especially SMEs. SMEs account for more than 50% of the total Gross Domestic Product (GDP) in Indonesia every year. Several financial organizations predict a decline GDP in Indonesia due to the implementation of Large-Scale Social Restrictions. COVID-19 also increases e-commerce implication both for sellers and buyers. Pasar Baru Bandung is the largest market in Southeast Asia is known as the best shopping destination for both domestic and foreign tourists. Thousands of SME players in Pasar Baru Bandung want to continue their existence through the digital market to rise from the COVID-19 pandemic, they build an e-marketplace named Etalase Pasar Baru or called Etapasbar. Expansion into the digital market is not easy, it is proven that only a small number of SME players in Pasar Baru Bandung have adopted this e-marketplace.

The purpose of this study is to know what factors could influence the SME players in Pasar Baru Bandung to adopt Etapasbar as their e-marketplace with the Technology-Organization-Environment (TOE) model approach and refined with the Diffusion of Innovation (DOI) model which has been proven by previous research that these two models can clearly explain the acceptance model of technology adoption. Technology Context will be IT Infrastructure, Organization Context will be CEO^s Innovativeness, and Environmental Context will be Government Support and Environmental Uncertainty. DOI model consists of Relative Advantage, Compatibility, Complexity, Trialability, and Observability.

The method used by the author in this study is an observational cross-sectional quantitative approach. Self-completion survey in the form of a questionnaire and the results will be assisted by LISREL using Structural Equation Modelling (SEM) as the author^s technique.

Keywords: E-marketplace, SME players, DOI-TOE Model, SEM, LISREL.

Topic: Digital Business Strategy