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All Journal Efisiensi : Kajian Ilmu Administrasi INOTEKS : Jurnal Inovasi Ilmu Pengetahuan, Teknologi, dan Seni JURNAL ILMU SOSIAL Indonesian Perspective International Journal of Social Science and Business SULTANIST: Jurnal Manajemen dan Keuangan Maker: Jurnal Manajemen FIRM: Journal of Management Studies Jurnal ABDINUS : Jurnal Pengabdian Nusantara Yumary: Jurnal Pengabdian kepada Masyarakat Mitra Mahajana: Jurnal Pengabdian Masyarakat International Journal of Business, Law, and Education International Journal of Management Science and Information Technology (IJMSIT) Indonesian Perspective Jurnal Pemberdayaan Umat Innovative: Journal Of Social Science Research PANDITA: Interdisciplinary Journal of Public Affairs Scientific Journal of Informatics
Chusnu Syarifa Diah Kusuma
Universitas Negeri Yogyakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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The Effect of Perceived ROI on Perceived Value and Adoption Intention Paransa, Rizki Pratama Johanis; Kusuma, Rr. Chusnu Syarifa Diah; Nugroho, Fajar Wahyu; Wulandari, Kurnia
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6926

Abstract

This study aims to examine the role of perceived return on investment (ROI) in shaping perceived value and its impact on adoption intention toward digital branding among small and medium-sized enterprises (SMEs). A quantitative approach with an explanatory research design was employed, involving 100 SME owners in the Special Region of Yogyakarta, Indonesia. Data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived ROI has a positive and significant effect on perceived value with a t-statistic of 4.562 and a p-value of 0.000 (<0.05) and the path coefficient is 0.513, suggesting that SMEs evaluate digital branding based on the economic benefits gained relative to the costs incurred. Furthermore, perceived value has a positive and significant effect on adoption intention with a t-statistic of 8.781 and a p-value of 0.000 (<0.05) and the path coefficient is 0.625, indicating that perceived value is a determinant in technology adoption decisions. Theoretically, this study provides insights into the importance of value-based evaluation in the context of digital branding adoption among SMEs. Practically, the results suggest that improving SMEs’ understanding of digital branding performance, particularly in terms of ROI, can enhance perceived value and encourage broader adoption of digital branding strategies.
Co-Authors Abdurohim Abdurohim, Abdurohim Acai Sudirman Agusthina Risambessy Agwa, Terwase Richard AMELIA SETYAWATI, AMELIA Anggraini, Raden Isma Ari Pradhanawati Ari Pradhanawati Augustinah, fedianty Barida Rakhma Nuranti Betanika Nila Nirbita Biso, Hernansi Christina Bagenda Christina Yanita Setyawati, Christina Yanita Christine Loist Deandra Vidyanata Djurubassa, Gloria Miagina Palako Entus Nuryana Ahmad Fajar Wahyu Nugroho Farida Farida Fitria Halim Fransisca, Felia Goyal, Mukta Handayani, Kristin Hariansyah, Mochammad Aditya Hendrayani, Eka Idrees, Rana Nadir Irmal, Irmal Ita Musfirowati Hanika Joko Kumoro Kiromim Baroroh Kistianingsih, Isti Kurnia Wulandari, Kurnia Lenny Dermawan Sembiring Lianggi, Willy Lumanauw, Nelsye Marto Silalahi Mochamad Hanafi Mustikarini, Carolina Novi Mustofa Agung Sardjono Mustofa Agung Sardjono Nani Nani Nita Kusumawardani Nuril Maghfirah Panggabean, Esther Praja Anggriany Putra, Ijai Pratama Rane, Melvin Krisdiana Djami Raymunde JR, Pedro P. Reni Shinta Dewi Respati, Yudit Ayu Rizki Pratama Johanis Paransa Romi, Mochamad Vrans Rostina, Cut Fitri Sarwani Sarwani, Sarwani Sekarningtyas, Ayu Septiani, Emilia Seseli, Eka Merdekawati Seseli, Eka Merdekawati Imelda Setiyawami Setiyawami sherly sherly Siregar, Marakhilda Siti Umi Khayatun Mardiyah Sophiana Widiastutie Suhartanto Suhartanto Suhartanto Suhartanto Sulasmi Sulasmi Titin Hera Widi Handayani Wahyu Rusdiyanto, Wahyu Waliah, Siti Widiastutie, Sophiana Wulandari, Kurnia` Yuliana Yuliana Zaki, Nur Amalina Mohamad Zhelia, Zhelia