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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Hasanuddin Economics and Business Review Jambura Science of Management Journal of Economic, Public, and Accounting (JEPA) MANDAR: Management Development and Applied Research Journal Amsir Management Journal Journal of International Conference Proceedings Jurnal Manarang Manajemen dan Bisnis
Anis Anshari Mas'ud
Universitas Sulawesi Barat
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Manajemen dan Kewirausahaan (JMDK)

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Digital Marketing Strategies for Seaweed SMEs in South Sulawesi: An Application of the Technology Acceptance Model (TAM) Tenriyola, Andi Putri; Baharuddin, Nurfaisah; Lestari, Tri Desi; Mas'ud, Anis Anshari
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.14231

Abstract

This research expands the existing body of knowledge on e-commerce adoption among small and medium-sized enterprises (SMEs) by examining seaweed businesses in South Sulawesi, Indonesia, through the lens of the Technology Acceptance Model (TAM). The objective is to identify the factors influencing e-commerce adoption among seaweed SMEs, focusing on perceived ease of use, perceived usefulness, and self-efficacy. The study employs a quantitative approach, utilizing surveys distributed to seaweed business operators. Structural Equation Modeling (SEM) is used for data analysis to validate the relationships between the constructs proposed in the TAM framework. The findings reveal a significant positive relationship between perceived ease of use and e-commerce adoption. Furthermore, perceived usefulness and self-efficacy are identified as key mediators that enhance e-commerce adoption. This study also emphasizes the critical role of user attitude in mediating the relationship between ease of use, usefulness, self-efficacy, and e-commerce adoption. The results underscore the importance of raising awareness and understanding of e-commerce benefits among SMEs. Businesses should focus on providing high-quality, relevant information to boost user confidence and adoption rates. Consequently, this study makes a substantial contribution to the literature on digital management and marketing, offering practical guidance for SMEs to effectively leverage e-commerce.
Co-Authors Ades Asike Ades Asike Adha, Wahyu maulid Ahmad K Akbar Azis Ali, Rustan Andi Putri Tenriyola Arifhan Ady Arifhan Ady DJ Baharuddin, Nurfaisah Darwis Said, Darwis DJ, Arifhan Dj, Arifhan Ady Eleonora, Ellen Erwin Erwin Erwin Faisal Abdullah Haeruddin Hafid Irfan Yusuf Lestari, Tri Desi Magfirah Markus Bamba, Pampang Arruan Mediaty Muhammad, Gazali Muhammad, Mediaty Mushaf Syafar Novia Sandra Dewi Nur Fitriani Nurfadhilah, Nurfadhilah Nurwafiyyah, Auliyah Santi Sumarsih Tijjang, Bakhtiar Wahyu Maulid Adha