Communication of Innovations to Increase the Adoption of Electronic Commerce among Micro, Small and Medium-Sized Enterprises (MSME)

Abstract

Micro, Small, and Medium-sized Enterprises (MSMEs) are crucial in achieving the Sustainable Development Goals (SDGs). In Indonesia, the adoption of e-commerce among MSMEs is still low. Problems in development communication related to the low adoption of e-commerce in MSMEs are information gaps, the unavailability of sufficient information, and the lack of campaigns with development messages to support the adoption of e-commerce in MSMEs. This study aims to investigate the influence of individual characteristics, environmental factors, business characteristics, and communication channels on the perception of e-commerce. It also examines how these perceptions influence the decision to adopt e-commerce. The research uses a quantitative and qualitative approach with a proportional, stratified sampling technique with 110 business actors. The data collection integrates primary and secondary sources, and the SEM-PLS statistical tests are used for the analysis. The results show that environmental factors and communication channels directly and significantly influence the variable perception of e-commerce. The variable perception of e-commerce directly and significantly influences the adoption decision level. Strategies must be developed for environmental factors and communication channels.