Impact of digital literacy and market orientation through e-commerce adoption on the MSME performance moderated by O2O business adoption

Abstract

<p><em>This study aims to examine the influence of digital literacy and market orientation on MSME performance mediated by E-commerce adoption with O2O Business as a Moderating variable. The population in this study are all MSMEs that have collaborated with E-Commerce. The sample in this study was obtained using a quota sampling technique, which only limited data acquisition to 100 MSMEs of E-Commerce partners. Data is obtained by distributing questionnaires to respondents through online. The collected data is then analysed using Path analysis assisted by the Smart PLS application. The result shows that Digital Literacy and Market Orientation have a significant positive effect on E-Commerce Adoption, then E- Commerce Adoption, Market Orientation and Digital Literacy have a significant positive effect on Performance MSMEs, Digital Literacy, Market Orientation and E-commerce adoption has a significant positive effect on MSME Performance moderated by O2O Business Adoption. Understanding of market orientation and digital literacy in running a business can have an impact on customer satisfaction which then has an impact on improving MSME performance. Researchers who want to review the topic in this study can conduct a correlation test on a larger scale to get a more detailed picture of the impact of digital literacy and market orientation on MSMEs and other sectors.</em></p>

Companies with at least 10 Employees Selling Online across the Italian Regions

“…However, the research could benefit from deeper insights into the specific strategies SMEs can employ to effectively transition to e-commerce and overcome barriers to digital adoption. Suryani et al (2022) explore the impact of digital literacy and e-commerce adoption on SME performance, with a particular focus on the online-to-offline (O2O) business model. This study contributes to understanding how digital skills and the strategic use of e-commerce can enhance SME competitiveness and market reach.…”

Benchmarking Adoption of E-commerce across the G20 Members

“…The role of digital literacy and skills is important from the perspective of micro, small and medium enterprises (MSMEs). Digital literacy has been found to have a significant positive impact on e-commerce adoption in smaller enterprises (Suryani 2021;Zou and Cheshmehzangi 2022).…”

PKM Pendampingan Literasi Digital dan Optimalisasi Digital Marketing sebagai Media Promosi Keripik Pisang

“…Kemampuan digital merupakan Keterampilan menggunakan alat dan teknologi digital untuk mengidentifikasi dan mengakses pengetahuan baru (Baber et al, (2022); Cetindamar et al, (2021)). Literasi digital yang diterapkan ke UKM dapat membantu bisnis dalam memanfaatkan kegunaan internet dan pengoperasiannya yang efisien (Suryani et al, (2022)).…”