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Sigit Setiawan
Pusat Penelitian Perkembangan Iptek Lembaga Ilmu Pengetahuan Indonesia (Pappiptek-LIPI)
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Journal : Journal of Economics and Management Scienties

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Adoption of Artificial Intelligence (AI) in Small and Medium Enterprise E-Commerce to Improve Marketing Performance Rahmani, Shinta; Surya, Ade Permata; Rifqi, Muhammad; Setiawan, Sigit; Gunawan, Arien Arianti
Journal of Economics and Management Scienties Volume 8 No. 1, December 2025 (Accepted)
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 Aan Subhan Pamungkas Abdurahman, Khoerunisa Achmad Nur Khaeri Ahmad Fajri Ahmad Syachruroji, Ahmad Ahmad, Arsi Maulana Amanda, Nesya Ana Nurhasanah, Ana Andari, Yuni Anisah, Rintan Wanti Aprillia Ariadila, Salsa Novianti Arien Arianti Gunawan Arif Hidayat Aruan, Yuni Eggriani Azmi, Falih Bagaskara, Bagaskara Bassuni, Wahyu Budiansyah, Andi CPR, Josaphat Januar Damayanty, Lulu Despriyanti, Riska Dwinatalia, Elsa Dyah Puspasari, Dyah Dzambiyah, Asfiyatu Encep Andriana Evasufi, Laksmi Fachrizal Fachrizal, Fachrizal Fadhilah, Jihan Fadiyah, Firda Hanan Fairuz, Rahmi Septia Fajar Azzam Pasha Akhmad Fajari, Widi Faria Ruhana Farieanna, Roos Fauziah, Nida Ghalib, Kamelia Gosita, Debora Rifiani Hadi Sasono, Ipa Hamidiyah, Aisyah Hasibuan, Reza Rahmadi Hatima, Yoma Helmi, Rahmi Lestari Heru Sulistiyo, Heru Iin Surminah Indri Juwita Asmara Intan, Ramah Nur Ishelina Rosaira Poerbosisworo Isnasari, Yovita Istinganatul Ngulwiyah, Istinganatul Iswandi, Siti Meiliana Syahra Khairunnisa, Ayu Khaulani, Qisti Khoirinisah, Diva Komarudin, Dedi Kusbiantono Kusbiantono Loveriando, Kevin Vilhan M, Taufik Manaf, Sodikin Mariah Ulfah Maslihan, Maslihan Maulana, Syahrizal Maulida, Alma Muhammad Rifqi Musthofa Lutfi Mutmainah Mutmainah Mu’minah, Sulton Noviyanti, Tri Esti Nuraini Nuraini Nurfebriyani, Syifa Nurhidayat, R. Nurwidianing, Susan Pakpahan, Marisi Pamungkas Alamsyah, Trian Pamungkas, Ahmad Danil Paundra, Fajar Praja, Selvia Junita Prameswari, Hana Loka Kusuma Prasetyo, Andry Pratiwi, Agustin Riyan Pribadi, Dado Purnama Alamsyah Purnawirawati, Selfi Purnomosidi, RY Kun Haribowo Puteri, Astriana Putri, Ameilia Putri, Astri Oktaria Putri, Chanesa Hestiani Putri, Dhara Valia Putri, Shafira Meidifa Rante, Jones Zenas Ratna Sari Dewi Ratna Sri Harjanti Rika Apriani, Rika Rika Mustika Rina Yuliana Rivaldo, Rivaldo Rizkiyani, Nurafiah Romadona, Mia Rahma Roni Hidayat Rustandi, Jeffry Safitri, Destiyani Saka, Muhammad Kinarya Sang, Abdurrahman Saputro, Amanu Savira, Sheren Virgia Shinta Rahmani Silalahi, Yessi Feronica Nuryati Sudarsono, Tico Sumardiono Surya, Ade Permata Suryadi Suryadi Syahid, Safna Anggraeni Tangkudung, Auderey Gameliel Dotulong Tisnasari, Sundawati Trian Pamungkas Alamsyah, Trian Pamungkas Tsuraya, Silmi Ujang jamaludin, Ujang Ulfahmi, Krisdiana Indri Wahyunanto A. Nugroho Wati Hermawati Wildanasari, Siti Yohana, Esra Yuliana Yuliana Zahara, Gitta Zerlina, Fadhiilah Taaj Zerri Rahman Hakim