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All Journal MANAJEMEN HUTAN TROPIKA Journal of Tropical Forest Management Jurnal Manajemen Update Jurnal JSIKA Cannarium (Jurnal Ilmu-ilmu Pertanian) Indikator: Jurnal Ilmiah Manajemen & Bisnis Jurnal Biologi Tropis Al-Iktisab: Journal of Islamic Economic Law Prosiding Seminar Nasional Sains dan Teknologi Terapan JAE (Jurnal Akuntansi dan Ekonomi) Jurnal Riset Akuntansi dan Keuangan Jurnal Ekuivalensi Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat JURNAL AKUNTANSI Madaniya Devotion: Journal of Research and Community Service Altifani Journal: International Journal of Community Engagement Jurnal Abdimas Akademika MAKILA: Jurnal Penelitian Kehutanan Jurnal Sistem Informasi Universitas Dinamika Balance : Jurnal Akuntansi dan Manajemen Jurnal Ekonomi, Bisnis dan Manajemen Jurnal Riset Ekonomi dan Bisnis Mahasiswa : Brainy Innovative: Journal Of Social Science Research Jurnal Penelitian Kehutanan Wallacea Jurnal Pertanian Khairun (JPK) SENMEA Prosiding Simposium Nasional Manajemen dan Bisnis Jurnal Wasian Jurnal Forest Island
Andy Kurniawan, Andy
Jurusan Administrasi Publik Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Public Health Social Sciences Other

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Journal : Devotion: Journal of Research and Community Service

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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 Adnan Sofyan Adwan, Suhaimi A Amin Tohari Ardanan, Ardanan Arif, Nurfadhilah B, Sabaruddin Badrun, M Arfandi Badrus Zaman Baguna, Firlawanti Lestari buhari umasugi Diah Nurdiwaty Edy Yulianto Ela Ela, Mutmaina Ela, Mutmaina Ela Faisol Faisol Faisol Fatrawana, Adesna Febriana, Lutfia Ariska Firnanda, Vira Erna Hamidin Rasulu Hendra, Joni Hermawant, Romy Hestiana, Hesti Nofiana Husen, Nurmila Ismail, Hamid Lapanji, Ugiyana Linawati M. J. Dewiyani Sunarto Marasabessy, Much Hidayah Mohammad Ghozali, Mohammad Muhidin, Fadli Nurdin, Aqshan Shadikin Nurhikmah Nurhikmah Pardomuan Sihombing, Pardomuan Prihandono, Dorojatun Puji Astuti Puspita, Erna Putri Aulia, Eva Putri Larasati, Putri putri, atina rokhmani Putri, Mila Kartika Indah Putri, Wilda Karisma R.W.H, RA. Jauza Hanun Rahmawati Rahmawaty, Aisjah Radin Ramli Hadun Renata, Felicia Reyna Ashari Rini, Rizka Setyo Rosita Rosita Ryadin, Aisjah Rachmawaty Ryadin, Aisjah Rahmawaty Satriyawan, Bambang Sentanu, I Gede Eko Sri Siti Nurjannah Soenarsih, Sri solikah, mar'atus Solikah, Mar’atus Sri Marti Pramudena Sri Widiawati, Hestin Sugeng Sugeng Sujud, Suratman Supriono Supriono Suryati Tjokrodiningrat Tamnge, Fadila Tamrin, Mahdi Theresia MCA Tidore, Faedly H. Widiawati, Hestin Sri Winnugroho Wiratman, Manfaluthy Hakim, Tiara Aninditha, Aru W. Sudoyo, Joedo Prihartono Wulan Wulandari, Sri Hariani Eko Yahya, Firman Yusri Sapsuha