TRANSFORMASI DIGITALISASI USAHA MIKRO, KECIL, DAN MENENGAH (UMKM): MINAT BELANJA ONLINE DENGAN MENGADOPSI E-COMMERCE

Ari Apriani, Siti Annisa Wahdiniawati

Abstract


Penelitian ini bertujuan untuk mengevaluasi apakah persepsi mengenai kegunaan, kemudahan penggunaan, risiko, dan kepercayaan mempengaruhi sikap terhadap belanja online serta niat untuk melakukan pembelian secara online. Temuan dari penelitian ini diharapkan dapat membantu praktisi UMKM dalam menyusun strategi untuk meningkatkan niat konsumen berbelanja online. Populasi penelitian mencakup konsumen Shopee dan Tokopedia di wilayah Jabodetabek, dengan jumlah sampel sebanyak 270 responden yang tersebar di wilayah tersebut. Pengumpulan data dilakukan menggunakan metode kuesioner, di mana responden menjawab pertanyaan dalam bentuk pilihan dan skala Likert. Metode penelitian yang digunakan adalah analisis kuantitatif dengan alat analisis SEM. Hasil penelitian menunjukkan bahwa persepsi tentang kegunaan, kemudahan penggunaan, dan kepercayaan memiliki pengaruh positif dan signifikan terhadap sikap terhadap belanja online, sementara persepsi risiko tidak berpengaruh. Selain itu, penelitian ini menemukan bahwa persepsi mengenai kegunaan, kemudahan penggunaan, dan risiko tidak mempengaruhi niat untuk membeli secara online, sedangkan kepercayaan dan sikap terhadap belanja online mempengaruhi niat tersebut. Temuan ini memberikan wawasan berharga mengenai upaya transformasi digital untuk meningkatkan UMKM dan mengubah perilaku belanja konsumen di era digital.


Keywords


Adopsi; Digitalisasi; E-commerce; Minat belanja online; UMKM

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