PENGARUH TECHNOLOGICAL ORGANIZATIONAL ENVIRONMENTAL (TOE) TERHADAP KINERJA UMKM DENGAN ADOPSI E-COMMERCE SEBAGAI VARIABEL MEDIASI DAN ORIENTASI KEWIRAUSAHAAN SEBAGAI VARIABEL MODERASI DI SURABAYA

Desmala, Desmala Paranti (2024) PENGARUH TECHNOLOGICAL ORGANIZATIONAL ENVIRONMENTAL (TOE) TERHADAP KINERJA UMKM DENGAN ADOPSI E-COMMERCE SEBAGAI VARIABEL MEDIASI DAN ORIENTASI KEWIRAUSAHAAN SEBAGAI VARIABEL MODERASI DI SURABAYA. Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Perubahan pola transaksi dari offline ke online membuat masyarakat harus mampu beradaptasi dan memanfaatkan teknologi secara maksimal. Berdasarkan hasil survei e-commerce tahun 2020-2023 menunjukkan bahwa jumlah pelaku usaha yang menggunakan e-commerce di Indonesia semakin meningkat setiap tahunnya. Pertumbuhan ini menjelaskan tren positif penggunaan teknologi digital dalam operasional bisnis. Sehingga penelitian ini perlu dilakukan guna membantu pelaku usaha lainnya memahami pentingnya penggunaan e-commerce sebagai strategi untuk meningkatkan kinerja pemasaran dan meningkatkan pendapatan. Penelitian ini menggunakan metode kuantitatif yang melibatkan 154 UMKM di Surabaya. Data penelitian dikumpulkan melalui kuesioner terstruktur yang terdiri dari skala Likert lima poin. Kemudian data dianalisis menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa teknologi, organisasi, lingkungan berpengaruh signifikan dan positif terhadap adopsi e-commerce dan adopsi e�commerce berpengaruh signifikan dan positif terhadap kinerja UMKM. Sementara itu, orientasi kewirausahaan ditemukan tidak mampu memoderasi hubungan antara adopsi e-commerce dan kinerja UMKM.

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