Tingkat Penerimaan E-Commerce Agribisnis oleh Ibu Rumah Tangga di Kelurahan Sumur Batu, Kecamatan Bantar Gebang, Kota Bekasi
DOI:
https://doi.org/10.26486/jpsb.v8i1.998Keywords:
(Unified Theory of Acceptance and Use of Technology) UTAUT, (Partial Least Square) PLS, E-commerce Agribisnis, Tingkat Penerimaan.Abstract
E-commerce di Indonesia sudah semakin berkembang, tidak menutup kemungkinan bahwa sektor pertanian turut serta dalam digitalisasi bisnis tersebut, salah satunya dengan keberadaan e-commerce agribisnis yang saat ini sudah mulai berkembang sejak adanya program pemerintah tentang sinergi aksi untuk ekonomi rakyat pada tahun 2015. Penelitian ini dilakukan untuk mengetahui tingkat penerimaan ibu rumah tangga dalam menerima e-commerce agribisnis dengan menerapkan model UTAUT (Unified Theory of Acceptance and Use of Technology). Metode penelitian yang digunakan kuantitatif dengan teknik analisis data menggunakan PLS (Partial Least Square). Responden penelitian sebanyak 99 ibu rumah tangga Kelurahan Sumur Batu, Kecamatan Bantar Gebang, Kota Bekasi. Teknik penentuan responden menggunakan simple random sampling. Hasil penelitian menunjukkan bahwa ibu rumah tangga di Kelurahan Sumur Batu belum menyadari akan keberadaan e-commerce agrbisnis namun bisa bersikap positif dan menerima. Variabel Behavioral Intention (minat penggunaan) dipengaruhi oleh variabel Performance Expectancy (19,7%), Social Influence (22,4%), dan Facilitating Condition (36,7%). Sedangkan variabel Effort Expectancy tidak memiliki pengaruh yang signifikan namun berpengaruh positif terhadap minat penggunaan.
References
Admin e marketer. 2016. Retail Ecommerce Sales in Select Countries in Southeast 10 Asia. https://www.emarketer.com/chart/196787/retail-ecommerce-sales-select-countries-southeast-asia-2016-billions
Arikunto, Suharsimi., (2001), Prosedur Penelitian, Suatu Pendekatan Praktek. Jakarta: Bina Aksara.
Arning, K., & Ziefle, M., (2007), Understanding Age Differences in PDA Acceptance and Performance. Computers in Human Behaviour.
Azwar, S., (1999), Reliabilitas dan Validitas. Yogyakarta: Sigma Alpha.
Chin., w.w., (1998), The Partial Least Square Approach to Structural Equation Modeling. In Modern Methods for Business Research.
Ghozali, Imam., (2006), Aplikasi Analisis Multivariate dengan Program SPSS (Edisi ke 4). Semarang. Badan Penerbit Universitas Diponegoro.
Hang Liu, Yuming Wang, Kim Xie., (2013), Agricultural E-Commerce Sites Evaluation Research. China (CN). Vol. 4 No. 17 [Special Issue-December 2013]. Shanghai University of Engineering Science.
Noor, Juliansyah., (2014), Metodologi Penelitian. Jakarta: Kencana.
Rogers, E.M. dan Shoemaker, F.F., (1971), Communication of Innovation. London. The Free Press.
Soekartawi., (1988), Prinsip Dasar Manajamen Pemasaran Hasil Pertanian Teori dan Aplikasi. Rajawali Press. Jakarta.
Sugiyono., (2008), Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung Alfabeta.
Sugiyono., (2014), Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Venkatesh, V., & Morris, M. G., (2000), Why Don’t Men Ever Stop to Ask Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behaviour. MIS Quarterly: Management Information Systems.
Zapata D.S., Lamio. R.D., Isengildina-Massa. O., Carpio C.E., (2013), Does E-commerce Help Agricultural Markets? (The Case of MarketMaker). China (CN). The Magazine of food, farm, and resource issues. Vol 28 No 24.
Downloads
Published
Issue
Section
License
Authors who publish with (JPSB) Jurnal Perilaku dan Strategi Bisnis agree to the following terms:
Authors retain copyright and grant the JPSB right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in JPSB. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in JPSB.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).