E-Commerce Implementation on MSME Sales Performance: Customer Satisfaction Mediation and Technology Adaptation Moderation

Andiyono (Agribusiness Department, Sambas State Polytechnic, Indonesia)
Eliza Noviriani (Corporate Financial Accounting Department, Sambas State Polytechnic, Indonesia)
Angga Tritisari (Agribusiness Department, Sambas State Polytechnic, Indonesia)
Sumin (Islamic Education and Teaching Science Department, Pontianak State Islamic Institute, Indonesia)
Sumar'in (Islamic Education and Teaching Science Department, Sambas Sultan Muhammad Syafiuddin University, Indonesia)
Junaidi (Accounting Department, Muhammadiyah Palopo University, Indonesia)

International Journal of Applied Business Research
Vol 8 No 02 (2026)

This research explores how electronic commerce influences the sales results of micro, small, and medium enterprises (MSMEs) throughout Indonesia, focusing on how customer contentment acts as an intermediary and how adapting to technology serves as a moderator. This study aims to analyses the influence of e-commerce on MSME sales performance by examining the mediation of customer satisfaction and the moderation of technology adaptation. This study used a correlational design with a quantitative approach. Information was gathered at random from a collection of 366 Indonesian MSMEs that were actively transacting through electronic platforms. The information was processed employing structural equation modeling using partial least squares method. The outcomes pointed out that embracing e-commerce had a noteworthy effect on the sales achievements of MSMEs, in which customer contentment functioned as a vital intermediary aspect. The drawbacks of this research encompass the utilization of data captured at a single point in time, which might not precisely mirror trends that happen over time, along with the restricted ability to expand the research's findings due to the small number of MSMEs examined in Indonesia.