PENERAPAN TAM DAN TPB UNTUK MENGIMPLEMENTASIKAN E-COMMERCE BAGI UMKM DI PASAR SENI "SOLO IS SOLO" PASCA PANDEMI COVID-19

Mutya Paramita Pratita, Dorothea Ririn Indriastuti, Adelia Nur Aszari

Abstract


Technology is always developing and requires society to be able to follow these developments. One of them is in the field of e-commerce. Currently there are many e-commerce platforms available such as Shopee, Tokopedia, Lazada, and others. The platform is expected to make it easier for business people in running their business, especially SMEs. There is a community SMEs are art workers in Surakarta who sell their own artistic products and try to keep up with e-commerce developments. The purpose of this research is to find out the interests of members of the ‘Solo is Solo’ art market in adopting e-commerce to distribute his work to buyers use the TAM and TPB Approach. To achieve this goal, this study uses a questionnaire to explore data that will be filled in by members of the Solo Art Market community of total 72 people, and tested using PLS. As we know that the Covid-19 Pandemic has prevented the art workers from selling their crafts offline. Besides, they tend to choose selling offline than online. Therefore, this study wants to predict their intention to adopt online platforms in order to restore economic conditions after the Covid-19 Pandemic.

Keywords : TAM, TPB, SME, Digital Marketing

Full Text:

PDF

References


Ajzen, I. The theory of planned behavior. Organ. Behav. Hum. Decis. Process. 1991, 50, 179–211.

Ajzen, I.; Fishbein, M. Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychol. Bull. 1977, 84, 888.

Brüggemann, P., Olbrich, R. The impact of COVID-19 pandemic restrictions on offline and online grocery shopping: New normal or old habits?. Electron Commer Res (2022). https://doi.org/10.1007/s10660-022-09658-1

C. Eisenmann, C. Nobis, V. Kolarova, B. Lenz, C. Winkler, Transport mode use during the COVID-19 lockdown period in Germany: the car became more important, public transport lost ground, Transp. Policy 103 (2021) 60–67, https://doi.org/10.1016/j.tranpol.2021.01.012.

Clarke, I.III., 2008. Emerging value propositions for m-commerce. J. Business Strategies, 25(2), 41-57.

Cuponation. (2019). SITUS BELANJA ONLINE TERPOPULER DI INDONESIA. Retrieved from database: https://www.cuponation.co.id/magazin/situs-belanja-online-terpopuler-sepanjang-tahun-2019

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Hair, J.F.; Black, B.; Babin, B.; Anderson, R.E.; Tatham, R.L. Multivariate Data Analysis; Prentice Hall International, Inc.: Upper Saddle River, NJ, USA, 2010.

Hidayat, A., Wijaya, T., Ishak, A., Ekasasi, S. R., & Zalzalah, G. G. (2021). Model of the consumer switching behavior related to healthy food products. Sustainability (Switzerland), 13(6), 1–12. https://doi.org/10.3390/su13063555

Irawan, M. Z., Bastarianto, F. F., and Priyanto, S. (2022). Using an integrated model of TPB and TAM to analyze the pandemic impacts on the intention to use bicycles in the post-COVID-19 period. IATSS Research. Volume 46, Issue 3, 380-387.

J. Molina-García, A. Queralt, E. García Bengoechea, A. Moore, S. Mandic,Would New Zealand adolescents cycle to school more if allowed to cycle without a helmet?. J. Transp. Health 11 (2018) 64–72, https://doi.org/10.1016/j.jth.2018.10.001.

Kalinic, Z., Marinkovic, V. (2016). Determinants of users intention to adopt m-commerce: an empirical analysis. IseB 14 (2), 367–387.

Katz, D. The functional approach to the study of attitudes. Public Opin. Q. 1960, 24, 163–204.

Kemp, S. (2021). DIGITAL 2021: INDONESIA. Retrieved from database: https://datareportal.com/reports/digital-2021-indonesia

Kock, N. 2013. Advanced mediating effects tests, multi-group analyses, and measurement model assessments in PLS-based SEM. Laredo, TX: ScriptWarp Systems.

M. Khajehshahkoohi, S.R. Davoodi, K. Shaaban, Factors affecting the behavioral intention of tourists on the use of bike sharing in tourism areas, Res. Transp. Bus. Manag. (2021) https://doi.org/10.1016/j.rtbm.2021.100742.

M.Z. Irawan, P.F. Belgiawan, Ride-hailing app use for same-day delivery services of foods and groceries during the implementation of social activity restrictions in Indonesia, Int. J. Transp. Sci. Technol. (2022) https://doi.org/10.1016/j.ijtst.2022.03.004

R. Wu, Z.Wu, J.Wen, Y. Cai, Y. Li, Extrinsic and intrinsic motivations as predictors of bicycle sharing usage intention: an empirical study for Tianjin, China, J. Clean. Prod. 225 (2019) 451–458, https://doi.org/10.1016/j.jclepro.2019.04.016.

Roland Izuagbe, Goodluck Ifijeh, Edith I. Izuagbe-Roland, Olajumoke Rebecca Olawoyin, Lilofa Osamenfa Ogiamien. (2019). Determinants of perceived usefulness of social media in university libraries: Subjective norm, image and voluntariness as indicators. The Journal of Academic Librarianship. Volume 45, Issue 4, 394-405.

S.Y. Chen, Using the sustainable modified TAM and TPB to analyze the effects of perceived green value on loyalty to a public bike system, Transp. Res. A 88 (2016). 58–72, https://doi.org/10.1016/j.tra.2016.03.008

Santoso, R., 2020. Review of digital marketing and business sustainability of e-commerce during pandemic Covid-19 in Indonesia. Jurnal Ilmu Ekonomi Terapan, Vol. 5 No. 2, 95-106. DOI: 10.20473/jiet.v5i2.23614.

Sholihin, M., & Ratmono, Dwi, D. (2013). Analisis SEM-PLS Dengan WARPPLS 3.0. Penerbit ANDI.

Taiwo, A. A., & Downe, A. G. (2013). The Theory of User Acceptance and Use of Technology (UTAUT): A meta-analytical review of empirical findings. Journal of Theoretical and Applied Information Technology, 49(1), 48–53.

Tanya. (2023). Online Business Vs Offline Business – Side by Side comparison. Retrieved from database: https://cedcommerce.com/blog/online-business-vs-offline-business/

United Nations Conference on Trade and Development (UNCTAD). (2022). COVID-19 boost to e-commerce sustained into 2021, new UNCTAD figures show. Retrieved from database: https://unctad.org/news/covid-19-boost-e-commerce-sustained-2021-new-unctad-figures-show

Weerasinghe, S., Menaka CBH. (2018). Technology Acceptance Model and Social Network Sites (SNS): a Selected Review of Literature. Global Knowledge, Memory and Communication, 67(3), 142-153.

Yang, H., and Zhou, L. (2011). Extending TPB and TAM to mobile viral marketing: An exploratory study on American young consumers’ mobile viral marketing attitude, intent and behavior. Journal of Targeting, Measurement and Analysis for Marketing. 19, 85-98.




DOI: http://dx.doi.org/10.29040/jie.v8i1.12610

Refbacks

  • There are currently no refbacks.


echo 'slot gacor