Pengaruh Technological Organizational Environmental (TOE) Terhadap Kinerja UMKM Dengan Adopsi E-Commerce Sebagai Variabel Mediasi dan Orientasi Kewirausahaan Sebagai Variabel Moderasi di Surabaya. (The Influence of Technological Organizational Environmental (TOE) on SME Performance with E-Commerce Adoption as a Mediating Variable and Entrepreneurial Orientation as a Moderating Variable in Surabaya).

Paranti, Desmala (2024) Pengaruh Technological Organizational Environmental (TOE) Terhadap Kinerja UMKM Dengan Adopsi E-Commerce Sebagai Variabel Mediasi dan Orientasi Kewirausahaan Sebagai Variabel Moderasi di Surabaya. (The Influence of Technological Organizational Environmental (TOE) on SME Performance with E-Commerce Adoption as a Mediating Variable and Entrepreneurial Orientation as a Moderating Variable in Surabaya). Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Changes in transaction patterns from offline to online mean that people must be able to adapt and make maximum use of technology. Based on the results of the 2020-2023 e-commerce survey, it shows that the number of businesses using e commerce in Indonesia is growing every year. This growth explains the positive trend in the use of digital technology in business operations. So this research needs to be carried out in order to help other business actors understand the importance of using e-commerce as a strategy to improve marketing performance and increase revenue. This research uses quantitative methods involving 154 MSMEs in Surabaya. Research data was collected through a structured questionnaire consisting of a five point Likert scale. Then the data is analyzed using SmartPLS. The results of this research show that technological, organizational, environmental have a significant and positive effect on e-commerce adoption and e commerce adoption has a significant and positive effect on the performance of MSMEs. Meanwhile, entrepreneurial orientation was found unable to moderate the relationship between e-commerce adoption and MSME performance.

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