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All Journal JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS
Khairun Mardiyah Mokoginta
Universitas Negeri Gorontalo
Economics, Econometrics & Finance

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THE ROLE OF PURCHASE INTENTION MEDIATION IN THE RELATIONSHIP OF E-COMMERCE (MBIZMARKET) USAGE TO MSME BUSINESS PERFORMANCE IN GORONTALO PROVINCE Khairun Mardiyah Mokoginta; Mohamad Agus Salim Monoarfa; Ramlan Amir Isa
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 9, No 2 (2026): JIMB - VOLUME 9 NOMOR 2 SEPTEMBER 2026
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v9i2.41191

Abstract

This research aims to analyze the effect of e-commerce Mbizmarket usage on MSME business performance with purchase intention as a mediating variable in MSMEs in Gorontalo Province. The research uses a quantitative approach with a survey method on 85 MSME actors using Mbizmarket determined through purposive sampling technique. Data analysis is conducted using Partial Least Square Structural Equation Modeling (PLS SEM) to test the direct and indirect relationships between research variables. The results show that e-commerce usage has a positive and significant effect on business performance and MSME purchase intention. Furthermore, purchase intention is proven to have a positive and significant effect on business performance and is able to mediate the relationship between e-commerce usage and MSME business performance. These findings indicate that optimizing the utilization of digital platforms can enhance purchase intention, which impacts productivity and business performance improvement. This research provides implications that strengthening the digital transformation of MSMEs needs to be supported through increasing digital literacy, developing technology-based marketing strategies, and strengthening business competitiveness to encourage sustainability and growth of MSMEs in the digital economy era.
Co-Authors Isa, Ramlan Amir Mohamad Agus Salim Monoarfa