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All Journal PIKSEL : Penelitian Ilmu Komputer Sistem Embedded and Logic Format : Jurnal Imiah Teknik Informatika Jurnal Ilmiah FIFO IJTI (International Journal Of Transportation And Infrastructure) Jurnal Ilmu Teknik dan Komputer Journal of Applied Science, Engineering, Technology, and Education Madani : Indonesian Journal of Civil Society Journal of Economics and Management Scienties SWADIMAS: JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Pengabdian Masyarakat Nasional
Muhammad Rifqi
Universitas Mercu Buana
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Library & Information Science Social Sciences Transportation Other

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Adoption of Artificial Intelligence (AI) in Small and Medium Enterprise E-Commerce to Improve Marketing Performance Shinta Rahmani; Ade Permata Surya; Muhammad Rifqi; Sigit Setiawan; Arien Arianti Gunawan
Journal of Economics and Management Scienties Volume 8 No. 1, December 2025
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i1.255

Abstract

This study investigates the key determinants influencing the adoption of Artificial Intelligence (AI) by Small and Medium Enterprises (SMEs) in the e-commerce sector and examines its impact on marketing performance. The research integrates the Technology–Organization–Environment (TOE) framework and the Technology Acceptance Model (TAM) to explain the relationships among technological readiness, organizational support, environmental pressure, perceived usefulness (PU), perceived ease of use (PEOU), and AI adoption level. A quantitative approach employing Partial Least Squares–Structural Equation Modeling (PLS-SEM) was conducted on 155 e-commerce SMEs operating in Jakarta, Indonesia. Empirical results reveal that technology, organization, and environment significantly affect perceived usefulness, which in turn strongly drives AI adoption. Perceived usefulness is identified as the most powerful determinant of adoption, whereas perceived ease of use exerts an indirect influence via usefulness perception. Furthermore, AI adoption has a positive and significant effect on marketing performance, particularly in enhancing digital campaign effectiveness, product innovation, and customer loyalty. The findings emphasize that internal readiness and external competitive pressures jointly foster AI-driven digital transformation within SMEs. The study provides both theoretical validation of the TOE–TAM integration and practical guidance for policymakers and business owners to design effective, ethical, and sustainable AI adoption strategies.
Co-Authors Ade Permata Surya Ali Herdian Andri Andri Arien Arianti Gunawan Eko Prasetyo Pratomo Fahreza Fahreza Fahreza Fahreza Fandi Ali Mustika Harni Kusniyati Hidayat, Rahmat Rian Ifan Prihandi Indah Ramadhani Jumaryadi, Yuwan Mohamad Chaerul Amin Muhaimin Hasanudin Nia Kusuma Wardhani Ponco Sulistyo, Febryo Ponco Sulistyo Prastika Indriyanti Raka Yusuf Shinta Rahmani Sigit Setiawan