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Journal : Devotion: Journal of Research and Community Service

The Influence of Artificial Intelligence Integration, Customer Technology Proficiency, Innovation Culture on E-Commerce Adoption and Its Impact on Marketing Performance With Entrepreneurial Orientation as a Moderation Variable Kurniawan, Andy; Prihandono, Dorojatun
Devotion : Journal of Research and Community Service Vol. 6 No. 9 (2025): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v6i9.25540

Abstract

This research is motivated by the low level of e-commerce adoption among Kendal's MSMEs, despite the government's implementation of various initiatives to support digital transformation. This study aims to analyze the influence of artificial intelligence integration, customer technological skills, and a culture of innovation on e-commerce adoption and its impact on marketing performance, with entrepreneurial orientation as a moderating variable. The sampling technique used in this study was a non-probability sampling method, namely purposive sampling, using primary data sources. The population included all MSMEs in Kendal. The sample consisted of 300 respondents, all MSMEs in Kendal. Data collection was conducted using an online questionnaire via Google Forms. Data processing used Partial Least Square Structural Equation Modeling (PLS-SEM). The results showed that AI integration had a positive and significant effect on marketing performance for MSMEs in Kendal Regency. AI integration has a positive and significant effect on E-commerce Adoption for MSMEs in Kendal Regency. Customer Technology Savviness has a positive (0.948) and significant effect on Marketing Performance for MSMEs in Kendal Regency. Customer Technology Savviness has a positive and significant effect on E-commerce Adoption for MSMEs in Kendal Regency. Innovation Culture has a positive and significant effect on Marketing Performance for MSMEs in Kendal Regency. Innovation Culture has a positive and significant effect on E-commerce Adoption for MSMEs in Kendal Regency. E-commerce adoption has a positive and significant effect on marketing performance for MSMEs in Kendal Regency. Entrepreneurial orientation moderates the strengthening relationship between e-commerce adoption and MSME marketing and is significant.
Co-Authors Abbas, Nurdiana Abubakar, Salim Abullatif, Zauzah Adnan Sofyan Adwan, Suhaimi A Aisyah Asri Nurrahma Amelia, Weninda Rizky Amin Tohari Ardanan, Ardanan Arif, Nurfadhilah Aristina, Vingky Dewi Asiah Salatalohy, Asiah B, Sabaruddin Badrun, M Arfandi Badrus Zaman Baguna, Firlawanti Lestari Basthoumi Muslih Betari, Dinda Dwi Putri buhari umasugi C. Kepel, Rene Diah Nurdiwaty Diva, Beiby Sukma Edy Yulianto Ela Ela, Mutmaina Ela, Mutmaina Ela Faisol Faisol Faisol Fatrawana, Adesna Febriana, Lutfia Ariska Fetriyani, Ayu Nur Firnanda, Vira Erna Hamidin Rasulu Hendra, Joni Hermawant, Romy Hestiana, Hesti Nofiana Husen, Nurmila Irmalita Tahir, Irmalita Ishak, Lily Ismail, Hamid Katmini, Katmini Lapanji, Ugiyana Lestari, Novi Puji Linawati Linawati Linawati M. J. Dewiyani Sunarto Marasabessy, Much Hidayah Mohammad Ghozali, Mohammad Muhidin, Fadli Murjito Murjito Nariranti, Onnyk Nur Fauziah, Binti Nurdin, Aqshan Shadikin Nurdiwati, Diah Nurhikmah Nurhikmah Nurhikmah Nurlaili, Ima Oktavia, Adinda Putri Palihema, Wiwin Paramitha, Dyah Pardomuan Sihombing, Pardomuan Prabowo, Khabib Setyo Prihandini, Rara Puspita Prihandono, Dorojatun Puji Astuti Puspita, Erna Putri Aulia, Eva Putri Larasati, Putri putri, atina rokhmani Putri, Mila Kartika Indah Putri, Wilda Karisma Qurrotu Aini, Qurrotu R.W.H, RA. Jauza Hanun Rahayu, Ajeng Kurnia Rahmawati Rahmawaty, Aisjah Radin Ramli Hadun Renata, Felicia Rengganis, Safina Dwi Reyna Ashari Rina Rini, Rizka Setyo Rini, Yayuk Sulistiyo Riyadi Subur, Riyadi Rosita Rosita Rumagia, Faizal Ryadin, Aisjah Rachmawaty Ryadin, Aisjah Rahmawaty Sabaruddin B. Satriyawan, Bambang SB, Sigit Wisnu Sentanu, I Gede Eko Sri Septiani, Erika Tri SIGIT PUJI WINARKO Sipahutar, Akbar Febriandree Siti Nurjannah Soenarsih, Sri solikah, mar'atus Solikah, Mar’atus Sri Marti Pramudena Sri Widiawati, Hestin Sugeng Sugeng Suhardi Suhardi Sujud, Suratman Sulistiyowati, Tutur Bina Supriono Supriono Supriono Supriono Suryati Tjokrodiningrat Susanti, Agustiana Ayu Sutari Sutari Tamnge, Fadila Tamrin, Mahdi Theresia MCA Tidore, Faedly H. Tukuboya, Elvira Widiawati, Hestin Sri Widya, Mesi Winnugroho Wiratman, Manfaluthy Hakim, Tiara Aninditha, Aru W. Sudoyo, Joedo Prihartono Wulan Wulandari, Aprilya Wulandari, Sri Hariani Eko Yahya, Firman Yohanes Deo Fau Yusri Sapsuha Yustika, Nadila Aprilia