Factors Influencing the Intention to Adopt E-Commerce Among Craft MSMEs in the Banjarnegara Regency

Abstract

This research is based on the issue of the low level of E-Commerce usage in the Micro, Small, and Medium Enterprises (MSMEs) Craft sector in Banjarnegara Regency. To understand the causes of this issue, the researcher aims to explore the factors influencing the interest of MSME Craft practitioners in Banjarnegara to adopt E-Commerce technology. This research is grounded in the modified Unified Theory of Acceptance and Use of Technology (UTAUT), focusing on Behavior Intention as the dependent variable and three main independent variables: Performance Expectancy, Effort Expectancy, and Social Influence. The research design utilizes a survey method with a convenience sampling technique. The sample consists of 60 participants involved in the Craft Industry in Banjarnegara Regency. Hypothesis testing is conducted through regression analysis using SPSS 26 software. The research findings indicate that the Social Influence variable is the only one that significantly influences the intention to adopt E-Commerce among artisans in the Small and Medium-sized Enterprises (SMEs) sector of craftsmanship in Banjarnegara Regency.