Determinants Assessment of Consumers’ Intention to Use Of Tokopedia for Shopping Agribusiness SMES Products (Case Study: Toko Laurike)

Abstract

Indonesian economics are dominated by the Small Medium Enterprises (SMEs) group. However, only 5% of them have been utilizing online platform s to sell their products. Toko Laurike where is located in Bogor Regency is a member of SMEs group. It produces coconut oil or Virgin Coconut Oil (VCO) and sells its products through several e-marketplaces, namely Tokopedia, Bukalapak and Elevenia. Among these e-marketplaces, Tokopedia sells its more than Bukalapak or Elevenia. This might be suggested by design, security, perceived ease of use or perceived usefulness among these factors. Therefore, we examined the factor of consumers’ intention to use of Tokopedia, specifically for SMEs food agribusiness products in the form of liquid and gel. We also analyzed the correlation of its design and its security to the consumers’ intention to use. We examined the 71 respondents’ data using structural equation modeling – partial least squares (SEM-PLS) and used technology acceptance model (TAM). The results showed that Perceived Ease of Use increases as Design and Security increases. But, Security insignificantly correlated to Perceived Usefulness and consumers’ intention to use. In addition, the result can be used to enhance Laurike’s e-commerce performance.

Keywords: E-Commerce, Small & Medium Enterprise’s (SMEs), Technology Acceptance Model, Tokopedia, structural equation modeling - partial least squares (SEM-PLS)


Article Review Status: Published

Pages: 59-69 (Download PDF)

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