Adopsi E-Commerce oleh Konsumen Milenial Pada Produk UMKM Di Kota Subang Menggunakan Model UTAUT In Consumer Contex

Abstract

<p class="Abstrak">Penelitian ini berfokus pada konsumen milenial yang melakukan belanja online produk UMKM pada e-commerce. Konsumen milenial yang semakin meningkat menjadi peluang bagi UMKM dalam target pemasaran dengan mengetahui bagaimana perilaku dalam berbelanja online. Penelitian ini bertujuan untuk mengkonfirmasi adanya hubungan positif dan signifikan antara (1) <em>performance expectancy, </em>(2) <em>effort expectancy</em>, (3) <em>social influence</em>, (4) <em>facilitating condition</em>, (5) <em>hedonic motivation</em>, (6) <em>price value </em>dan (7)<em> habit </em>terhadap <em>behavioral intention</em>. Adanya hubungan positif dan signifikan antara (8) <em>facilitating condition </em>dan (9) <em>habit</em> terhadap <em>use behavior</em>. Serta hubungan positif dan signifikan antara (10) <em>behavioral intention</em> berpengaruh signifikan terhadap <em>use behavior</em>. Pada hasil penelitian juga khusus melihat bagaimana usia sebagai variabel moderator mempengaruhi dalam adopsi penggunaan <em>e-commerce</em>. Metode pada penelitian ini menerapkan model <em>Unified Theory of Acceptance and Use of Technology </em>(UTAUT) yang berfokus pada perilaku konsumen. Sampel dalam penelitian ini sebanyak 150 responden milenial. Pengolahan data menggunakan SMART PLS. Hasilnya menunjukkan bahwa ada hubungan positif dan signifikan anatara <em>social influence</em> dan <em>habit </em>terhadap <em>behavioral intenion</em>. Ada hubungan positif dan signifikan anatara <em>facilitating condition </em>dan <em>habit </em>terhadap <em>use behavior</em>. Serta Ada hubungan positif dan signifikan<em> </em>pada <em>behavioral intention</em> terhadap <em>use behavior</em>. Hasil ini bisa menjadi referensi pelaku UMKM untuk mengembangkan pemasaran dengan mengggunakan media sosial karena konsumen milenial memiliki fasilitas untuk mengakses internet dalam aktifitasnya serta mudah dipengaruhi oleh lingkungan sosialnya.</p><p class="Abstrak"> </p><p class="Abstrak"><em><strong>Abstract</strong></em></p><p class="Judul2"><em>This research focuses on millennial consumers who shop online for MSMEs products on e-commerce. Millennial consumers are increasingly becoming an opportunity for MSMEs in marketing targets by knowing how to behave online shopping. This study aims to confirm the existence of a positive and significant relationship between (1) performance expectancy, (2) effort expectancy, (3) social influence, (4) facilitating conditions, (5) hedonic motivation, (6) price value and (7) habit of behavioral intention. There is a positive and significant relationship between (8) facilitating conditions and (9) habits on use behavior. And a positive and significant relationship between (10) behavioral intention has a significant effect on use behavior. The research also specifically looks at how age as a moderating variable influences adoption of e-commerce. The method in this study applies the Unified Theory of Acceptance and Use of Technology (UTAUT) model that focuses on consumer behavior. The sample in this study were 150 millennial respondents. Data processing using PLS SMART. The results show that there is a positive and significant relationship between social influence and habit on behavioral intention. There is a positive and significant relationship between facilitating conditions and habits on use behavior. And there is a positive and significant relationship between behavioral intention and use behavior. These results can be a reference for SMEs to develop marketing by using social media because millennial consumers have the facility to access the internet in their activities and are easily influenced by their social environment.</em></p><p class="Abstrak"><em><strong><br /></strong></em></p>

Structural equation modeling (SEM) analysis based on UTAUT2 theory on e-commerce adoption

“…The percentage effect of all independent variables on the value of the dependent variable is shown by the magnitude of the 𝑅 2 coefficient of determination between one and zero. 𝑅 2 value that is close to one will give a large percentage of influence [15]. The following is the value of 𝑅 2 on the construct to be presented in Table 4.…”

“…Evaluation of the inner model includes checking the relationship between constructs, evaluating values (coefficient of determination), and checking t-test values with the bootstrapping method [15].…”

The Impact of Context Awareness and Ubiquity on Mobile Government Service Adoption

“…Since its development, the UTAUT has been applied and experimented within various fields to explain and understand the individual behavior towards a particular technology. For instance, it has been used in the fields such as e-commerce, online shopping, and social commerce [88][89][90][91], e-government [92,93], mobile banking and mobile payment [26,[94][95][96][97], e-learning [98,99], e-tourism [100,101], and mobile Internet usage [102].…”

Keterbukaan Pelaku Usaha Millenial Terhadap Ekonomi Digital dalam Kegiatan Pemasaran

“…Ekonomi digital tidak terlepas dari pemanfaatan teknologi, jika dilihat, perkembangan ekonomi digital di Indonesia secara khusus meningkat sesuai dengan pengguna internet. Pesatnya perkembangan internet juga membawa pengaruh pada pola hidup manusia (Piarna & Fathurohman, 2019). Data dari Bank Indonesia menunjukan bahwa ada 130 juta orang atau dengan persentase sekitar 50% pengguna internet dari jumlah penduduk di Indonesia.…”