ANALYSIS OF E-COMMERCE ADOPTION FOR MSME SECTOR FOOD AND DRINK IN GARUT DISTRICT
Luthfie Hadie Nugraha, Muhammad Awaluddin, Siska Noviaristanti

Telkom University

Abstract

Micro, Small and Medium Enterprises (MSMEs) play a very important role in the national economy, as well as the Go Digital 2024 program launched by the government. The Covid-19 pandemic factor that poses a big challenge for MSMEs to immediately digitize, plus the potential that is expected in the future from digitizing MSMEs. In addition, the attention of the Garut Regency Government in encouraging MSMEs to digitize looks quite significant, making MSME actors in Garut Regency need to immediately digitize. While the government is intensively socializing MSMEs for digitization, MSME actors in the food sector in Garut Regency still feel that they do not have sufficient knowledge and have difficulty understanding the benefits of using e-commerce. This study bridges by integrating the two models to determine the factors that influence MSMEs to adopt e-commerce.
To examine the factors that influence the adoption of e-commerce, the study was conducted by collecting data from MSMEs in the food sector in Garut Regency using an online survey. The sample size is 114 MSME respondents who have adopted e-commerce. The data collected were analyzed using structural equation modeling (SEM).
The results of the study will find out how the relationship between performance expectations (PE), business expectations (EE), social influence (SI), facilitating conditions (FC), hedonic motivation (HM), price value (PV), and e-commerce knowledge on adopt e- commerce.

Keywords: Micro Small and Medium Enterprises (MSMEs), Go Digital, Covid-19, E- commerce Adoption.

Topic: Digital Business Strategy