Analisis Minat Pemimpin Usaha Mikro Kecil dan Menengah Mitra Universitas Pelita Harapan Dalam Penerapan Marketplace = Analysis Leader of Small Micro and Medium Business Interests of Pelita Harapan University Partner in the Implementation of E-Commerce

Vieri, Yohanes Christensen (2022) Analisis Minat Pemimpin Usaha Mikro Kecil dan Menengah Mitra Universitas Pelita Harapan Dalam Penerapan Marketplace = Analysis Leader of Small Micro and Medium Business Interests of Pelita Harapan University Partner in the Implementation of E-Commerce. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tingginya jumlah UMKM yang tersebar di seluruh Indonesia tercatat sebanyak ± 64 juta, dari seluruh UMKM tersebut hanya 13% atau ± 8 juta UMKM saja yang telah menerapkan sistem go digital, sehingga perlu banyak hal yang harus dilakukan oleh pemerintah untuk menjadikan UMKM go digital. Sehingga dalam penelitian ini dilakukan dari UMKM terdekat yaitu UMKM mitra UPH, dan yang akan dilakukan yaitu menganalisis minat pemimpin UMKM mitra UPH dalam penerapan marketplace. Tujuan penelitian ini yaitu untuk mengetahui faktor-faktor yang mempengaruhi pemimpin UMKM dalam penerapan marketplace. Dalam penelitian ini metode yang digunakan yaitu Technology Acceptance Model (TAM) dan Theory of Planned Behavior (TPB) sehingga variabel yang digunakan ada beberapa yaitu perceived ease of use, perceived usefulness, attitude, subjective norm, dan perceived behavioral control sebagai faktor yang mempengaruhi variabel intention of marketplace adoption. Pengumpulan data pada penelitian dilakukan dengan cara penyebaran kuesioner kepada responden, dan hasil dari pengumpulan data kuesioner tersebut diolah menggunakan aplikasi SPSS for Windows 26.0. Berdasarkan hasil pengolahan data tersebut, dapat disimpulkan bahwa variabel Perceived Ease of Use berpengaruh terhadap variabel Perceived Usefulness sebesar 35.8%, variabel Perceived Usefulness dan Perceived Ease of Use berpengaruh terhadap variabel Attitude sebesar 80.8%, sedangkan variabel Perceived Ease of Use sebesar 43.3%, Perceived Usefulness sebesar 69.9%, Attitude sebesar 88,4%, Subjective Norm sebesar 39.6%, dan Perceived Behavioral Control sebesar 27.9% terhadap variabel Intention of E-commerce Adoption. / The high number of MSMEs spread throughout Indonesia is recorded at ± 64 million, of all MSMEs only 13% or ± 8 million MSMEs have implemented the go digital system, so there are still many things that the government needs to do to make MSMEs go digital. Therefore in this study, it was carried out from starting with MSMEs partnering with UPH, we will analyze the interest of leader MSME partners in UPH in implementing marketplace. So, this study aims to find out the factors in supporting leader MSMEs in implementing marketplace. In this study, the methods used are Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) so that the variables used are several, namely perceived ease of use, perceived usefulness, attitude, subjective norm, and perceived behavioral control as factors that influence intention of marketplace adoption. Data collection in this study was carried out by distributing a questionnaires to respondents. The results of the questionnaire data collection were processed using the SPSS for Windows 26.0 application. Based on the results of data, it is known and concluded that the Perceived Ease of Use variable affects the Perceived Usefulness variable by 35.8%, the Perceived Usefulness and Perceived Ease of Use variable affects the Attitude variable by 80.8%, while the Perceived Ease of Use variable affects 43.3%, 69.9% Perceived Usefulness, 88.4% Attitude, 39.6% Subjective Norm, and 27.9% Perceived Behavioral Control on the Intention of E-commerce Adoption variable.

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