Jannah, Alivia Firda Halimatul (2024) Adopsi E-Marketplace Model UTAUT oleh Umkm Agroindustri Hasil Perikanan di Desa Kalanganyar Kabupaten Sidoarjo. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study analyzes the factors influencing e-marketplace adoption by fishery product agro-industry MSMEs in Kalanganyar Village using the UTAUT (Unified Theory of Acceptance and Use of Technology) model. The research method uses Structural Equation Modeling with a Partial Least Square (SEM-PLS) approach, involving observations and interviews with 50 MSMEs. The result shows Effort Expectancy and Social Influence has a positive and significant effect on Behavioral Intention, while Performance Expectancy has no significant effect. Facilitating Conditions has 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.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Alivia Firda Halimatul jannah | ||||||||||||
| Date Deposited: | 11 Sep 2024 09:20 | ||||||||||||
| Last Modified: | 11 Sep 2024 09:20 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28611 |
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