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All Journal Jurnal TAM (Technology Acceptance Model)
Irwan Baza
Prodi Perbankan Syariah, STEBI Tanggamus, Lampung
Computer Science & IT Control & Systems Engineering Electrical & Electronics Engineering

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ENHANCING THE COMPETITIVENESS OF COASTAL MSMES THROUGH E-BUSINESS ADOPTION: A DIGITAL MARKETING MODEL FOR PROCESSED FISH PRODUCTS IN TANGGAMUS Irwan Baza
Jurnal TAM (Technology Acceptance Model) Vol 16, No 2 (2025): Jurnal TAM (Technology Acceptance Model)
Publisher : Institut Bakti Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/jurnaltam.v16i2.1909

Abstract

The digital transformation of coastal micro, small, and medium enterprises (MSMEs) is essential for expanding market access and strengthening business competitiveness. This study aims to develop and evaluate a mobile web-based E-Business model for digitally marketing processed fish products produced by coastal MSMEs in Tanggamus Regency, Indonesia. A qualitative case-study approach was employed, supported by interviews, observations, documentation, and system evaluation involving 43 respondents. The system was developed through requirement analysis, UML-based system design using Use Case and Activity Diagrams, implementation, testing, and maintenance. The proposed E-Business platform integrates product catalogues, ordering, payment, delivery tracking, promotions, customer interaction, and sales management within a responsive mobile interface. System evaluation focused on four dimensions: interface quality, usability, security, and perceived contribution of digital marketing to sales improvement. The results demonstrate high user acceptance, with interface quality achieving 97%, usability 93%, security 88%, and perceived digital marketing contribution to sales improvement 83%, resulting in an overall average of 90.25%. These findings indicate that integrating E-Business with digital marketing provides an effective approach for improving product visibility, market reach, customer accessibility, and marketing efficiency. The proposed model offers a practical digital transformation framework for strengthening the competitiveness of coastal MSMEs
PENGUKURAN KEBERMANFAATAN ELECTRONIC COMMERCE TERHADAP MINAT BELANJA ONLINE STAF STEBI TANGGAMUS Nirmala Dewi; Irwan Baza
Jurnal TAM (Technology Acceptance Model) Vol 16, No 1 (2025): Jurnal TAM (Technology Acceptance Model)
Publisher : Institut Bakti Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/jurnaltam.v16i1.1837

Abstract

This study aims to measure the influence of Perceived Ease of Use (PEOU), Perceived Usefulness (PU), and Attitude Toward Using (AT) on Behavioural Intention (BI) in the use of the TikTok Shop e-commerce platform among STEBI Tanggamus staff, using the Technology Acceptance Model (TAM) framework. This research employs a quantitative method with Structural Equation Modelling (SEM) to analyse relationships between variables. Data were collected through questionnaires distributed to respondents who actively use TikTok Shop. The results indicate that PEOU has a significant positive effect on PU and AT, PU has a positive effect on AT and BI, and AT has a significant positive effect on BI. These findings suggest that the ease of use and usefulness of TikTok Shop influence user attitudes and online shopping intentions. The study recommends improving the platform’s user interface, promoting benefit-oriented features, and implementing marketing strategies that foster positive user attitudes.
Co-Authors Nirmala Dewi