E-Marketplace Adoption of MSMEs Agro-Industry Fishery Products in Kalanganyar Village, Sidoarjo: a UTAUT Model Approach

Alivia Firda Halimatul Jannah (Program Studi Agribisnis, Fakultas Pertanian, UPN “Veteran” Jawa Timur)
Eko Nurhadi (Program Studi Agribisnis, Fakultas Pertanian, UPN “Veteran” Jawa Timur)
Prasmita Dian Wijayati (Program Studi Agribisnis, Fakultas Pertanian, UPN “Veteran” Jawa Timur)

International Journal of Economics, Business and Innovation Research
Vol. 3 No. 04 (2024): July, International Journal of Economics, Business and Innovation Research (IJ

This study analyzes the factors influencing the adoption of e-marketplace by fishery product agro-industry MSMEs in Kalanganyar Village using the UTAUT (Unified Theory of Acceptance and Use of Technology) model. The research method used is Structural Equation Modeling with a Partial Least Square (SEM-PLS) approach, involving observations and interviews with 50 MSMEs. The results showed that Effort Expectancy and Social Influence had a positive and significant effect on Behavioral Intention, while Performance Expectancy had no significant effect. Facilitating Conditions have a positive and significant effect on e-marketplace adoption, but Behavioral Intention has no significant effect on adoption. The R-Square value shows that the variables studied affect 31.4% of Behavioral Intention and 47% of adoption. The Predictive Relevance (Q²) value of 0.6364 indicates a fairly good model. This study emphasizes the importance of the availability of information, assistance, and training to improve the utilization of e-marketplaces by MSMEs, especially for housewives who have difficulty understanding technology.