The Influence of Digital Technology Adoption by Small and Medium Enterprises and Online Consumer Behavior on the Success of E-commerce Platforms in Bandung City
Ambar Kusuma Astuti,
Setiawan Wibowo,
Edhi Juwono
Abstract:This study looks into the complex relationships that exist between the use of digital technology by Small and Medium Enterprises (SMEs) in Bandung City, online consumer behavior, and the performance of e-commerce platforms. Through the use of structured surveys and a quantitative approach, information about digital technology integration, online customer behavior patterns, and markers of e-commerce success was gathered from 121 SMEs. The results show that consumer behavior dynamics are diverse, there is a mode… Show more
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