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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Escalate : Economics and Business Journal
Fitri Lestari
Universitas Ekuitas Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Linking Technology Readiness and Service Utilization: A TRI Study of SMEs in Java, Indonesia Resanti Lestari; Fitri Lestari; Fatmasari Endayani; Dyah Setiawati; Syahyuti Syahyuti
Jurnal Manajemen dan Kewirausahaan Vol. 13 No. 2 (2025): Desember 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v13i2.16173

Abstract

Micro, Small, and Medium Enterprises (SMEs) in Java Island represent a strategic sector contributing significantly to Indonesia’s economy. However, many SMEs face challenges in adopting integrated technologies, limiting their ability to compete and grow in the digital era. One key issue is the lack of understanding of their technological readiness and the absence of a standardized model to evaluate technology adoption comprehensively. This study addresses this gap by developing a model to measure the Technology Readiness Index (TRI) of SMEs, serving as a foundation for strategies aimed at improving digital adoption. The model builds upon the Technology Readiness Index (TRI) by Parasuraman, focusing on psychological dimensions such as optimism, innovativeness, discomfort, and insecurity. The study adopts a quantitative approach through a year-long survey involving SMEs from various sectors across Java. Data was collected using TRI-based questionnaires and analyzed using regression techniques to explore the relationship between readiness and actual technology use. The findings indicate a significant and positive relationship between SMEs’ technology readiness and their use of technology-based services. In other words, SMEs that demonstrate higher levels of readiness tend to adopt technology more actively. Although technology readiness is not the sole factor, it plays an important role in influencing adoption behavior. These results highlight the importance of tailored interventions that align with SMEs' readiness index to support their digital transformation journey. The study recommends using the TRI model as a diagnostic tool to design effective support policies for SMEs in developing countries.
TECHNOLOGY READINESS PROFILING OF SMES WITH K-MEANS CLUSTERING IN BANDUNG, INDONESIA : Technology Readiness Profiling of SMEs With K-Means Clustering in Bandung, Indonesia Resanti Lestari; Fitri Lestari; Nessa Deragia Saptiyanto; Chasano daffansyah
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 4 No 2 (2025): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v4i2.221

Abstract

This study profiles and segments the Technology Readiness Level (TRL) of Micro, Small, and Medium Enterprises (SMEs) in Greater Bandung, Indonesia, using the Technology Readiness Index (TRI) framework. A quantitative, cross-sectional survey was conducted with 171 SME owners across Bandung City, Cimahi City, Bandung Regency, West Bandung Regency, and Sumedang Regency. The TRI framework comprises four dimensions: optimism, innovativeness, discomfort, and insecurity. Data analysis was carried out in two stages: descriptive statistics to examine the overall pattern of technology readiness, and K-Means clustering to identify distinct TRL profiles among SMEs. The K-Means analysis revealed three readiness clusters: High Readiness (34.5%), characterised by high optimism and innovativeness with extensive technology adoption; Moderate Readiness (41.5%), showing partial digital integration and moderate confidence; and Low Readiness (24.0%), dominated by high discomfort and insecurity. One-way ANOVA confirmed significant differences in TRL scores across clusters (p < 0.001). The findings indicate that SME readiness is heterogeneous even within a single metropolitan area, requiring differentiated policy approaches. High readiness SMEs may benefit from advanced digital ecosystem integration, moderate readiness firms need targeted capacity building, and low readiness firms require foundational digital literacy support. The use of K-Means profiling provides a practical and replicable approach for identifying readiness patterns in diverse contexts. This study contributes to the literature on digital adoption in developing economies and offers actionable insights for policymakers and industry stakeholders in designing targeted digitalisation programs. Keywords: Technology Readiness Level, Technology Readiness Index, SMEs, Entrepreneurship, K-Means Clustering, Bandung.
The Influence of Micro Influencers and Brand Trust on Wardah UV Shied Purchasing Decisions on TikTok Among Generation Z in Bandung City Raya Mojang Ananda; Fitri Lestari
Escalate : Economics and Business Journal Vol. 4 No. 3 (2026): Escalate : Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i3.570

Abstract

The development of social media, especially TikTok, has changed the purchasing behavior of Generation Z through the role of micro influencers and the increasing importance of brand trust in marketing skincare products. This study aims to analyze the influence of micro influencers and brand trust on the purchasing decisions of Wardah UV Shield among Generation Z in Bandung City, both partially and simultaneously. The study used a quantitative approach with descriptive and verification methods. The study population was Generation Z consumers in Bandung City who had purchased Wardah UV Shield through TikTok. A sample of 100 respondents was determined using a purposive sampling technique based on the Lemeshow formula. Data were collected through a closed questionnaire with a five-point Likert scale. Data analysis included validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficients of determination using IBM SPSS Statistics 26. The results showed that micro influencers had a positive and significant effect on purchasing decisions (β = 0.202; p = 0.025), while brand trust had a stronger positive effect (β = 0.589; p < 0.001). Both variables simultaneously had a significant effect with an R² value of 0.535. The study's conclusion shows that increasing Wardah UV Shield purchasing decisions is more effectively achieved through strengthening brand trust supported by collaboration with credible micro-influencers on TikTok.
Co-Authors Chasano daffansyah Dyah Setiawati Fatmasari Endayani Nessa Deragia Saptiyanto Raya Mojang Ananda Resanti Lestari Syahyuti Syahyuti