The Analysis of Technology Acceptance Model (TAM) on Culinary MSMEs Marketplace in Garut Regency

Nizar Alam Hamdani, Rio Muladi, Galih Abdul Fatah Maulani

Abstract


Objectives: The Objectives of this research are to examine the influence of perceived ease of use on perceived usefulness, the influence of perceived ease of use and perceived usefulness on behavioral intentions, the influence of behavioral intentions on usage behavior, the influence of subjective norms, and output quality. Demonstration Results of Perceptions of Usefulness and the Influence of Perceptions of Enjoyment on the Ease of Use of GoFood Marketplace among Culinary MSME Entrepreneurs in Garut Regency.

Methodology: This research uses a quantitative approach and a survey method, which involves distributing a questionnaire to GoFood partner MSMEs in the Garut Regency. The collected data will then be analyzed using AMOS 27 software. The study focuses on Culinary MSMEs partnered with GoFood, or "merchants." A total of 275 respondents were sampled using a probability sampling technique called simple random sampling. The data collected in the research was taken from MSME actors who have used the Go Food Application platform in the Garut Regency.

Finding: The results of this study indicate that (1) Perceived ease of use has an effect on perceived usefulness, (2) Perceived ease of use has no effect on behavioral intention, (3) Perceived usefulness has an effect on behavioral intention, (4) Behavioral intention has an effect on use behavior, (5) Subjective norms affect perceived usefulness, (6) Job relevance has an effect on perceived usefulness, (7) Output Quality has no effect on perceived usefulness, (8) Result of Demonstration has no effect on perceived usefulness, and (9) Perceived Enjoyment has an effect on perceived ease of use. This explains that technology is strategic in increasing understanding of adopting technology which has an impact on business performance.

Conclusion: Based on the study results, MSMEs in the Garut district have adopted the use and utilization of application features on GoFood in their business processes.


Keywords


TAM; MSMEs, GoFood

Full Text:

PDF

References


Adha, K. H. (2020). Analysis of the Marketplace Site User Perception Technology Acceptance Model Using (TAM) (Case Study in Tokopedia). 7(2), 5310–5321.

Ahyar, H. dkk. (2020). Buku Metode Penelitian Kualitatif & Kuantitatif.Yogyakarta:CV. Pustaka Ilmu. (A. Husnu Abadi, A.Md. (ed.); Cetakan 1, Issue March). CV.Pustaka Ilmu Group.

Alambaigi, A., & Ahangari, I. (2015). Technology Acceptance Model (TAM) As a Predictor Model for Explaining Agricultural Experts Behavior in Acceptance of ICT Psychological Empowerment in Human Resource Management View project Urmia lake restoration View project. (IJAMAD), International Journal of Agricultural Management and Development, 6(2), 225–247. https://doi.org/10.22004/ag.econ.262557

Alassafi, M. O. (2022). E-learning intention material using TAM: A case study. Materials Today: Proceedings, 61, 873–877. https://doi.org/10.1016/j.matpr.2021.09.457

Almariah, E., Pangiuk, A., Baining, M. (2019). Pengaruh Layanan Go-Food, Harga dan Jumlah Order Terhadap Omzet Bisnis Kuliner di Kota jambi. Jurnal Fakultas Ekonomi Dan Bisnis Islam, 5(2), 1–134.

Amilia Esthiningrum, & Sari, S. P. (2019). Pendekatan Theory Rasoned Action (TRA) dan Technology Acceptance Model (TAM) dalam Minat Transaksi Menggunakan E-Money. Paradigma Pengembangan Ekonomi Kreatif Di Era 4.0, 6(2), 163–172.

Arief, H. (2022). Urban Farming Micro-Entrepreuner And Digital Marketing. ICCD, 4(1), 54-58. https://doi.org/10.33068/iccd.v4i1.440

Arimbawa, P. A. P., Surachman, & Hussein, A. S. (2017). Pengaruh Persepsi Dan Sikap Pemain Terhadap Niat Menggunakan Mobile Game Menggunakan Technology Acceptance Model. Jurnal Ilmiah Manajemen, VII(3), 348–362.

Astini, Rina, Ishrat, Kehkashan, Ramli, Yanto, Tafiprios, Chong Kwong, Wing, and Ooi Chee, Keong. Nexus among Crypto Trading, Environmental Degradation, Economic Growth and Energy Usage: Analysis of Top 10 Cryptofriendly Asian Economies. International Journal of Energy Economics and Policy. Volume 13, Issue 5. pp. 339-347. DOI: https://doi.org/10.32479/ijeep.14545

Astini, Rina, Salim, Ansa Savad, Deitiana, Tita, and Ramli, Yanto. (2023). Fintech Growth in Asia: A Shift Towards a Net-Zero Carbon Economy. Przestrzeń Spoleczna (Social Space). Volume 23, No. 3. pp.123-148.

Association of Indonesian Internet Service Users. (2022). Profil Internet Indonesia 2022 (Issue June).

Azalia, B. N., & Susanti, S. (2021). Penerimaan Pengguna Aplikasi Marketplace Shopee Sebagai Media Belanja Online (Tam). EProsiding Sistem Informasi (POTENSI), 2(1), 8–14.

BKPM. (2021). Upaya Pemerintah Untuk Memajukan UMKM Indonesia. Kementerian Investasi/BKPM. https://www.bkpm.go.id/id/publikasi/detail/berita/upaya-pemerintah-untuk-memajukan-umkm-indonesia#:~:text=Berdasarkan data Kementerian Koperasi dan,senilai 8.573%2C89 triliun rupiah.

Busrhan, F. A. (2022). Gojek dan Grab Respons Keluhan Mitra Kuliner soal Komisi. Katada.Co.Id. https://katadata.co.id/desysetyowati/digital/627cc9d19e247/gojek-dan-grab-respons-keluhan-mitra-kuliner-soal-komisi

Dihni, V. A. (2022). Riset: GrabFood Kalah Populer Dibandingkan GoFood dan ShopeeFood. Databoks. https://databoks.katadata.co.id/datapublish/2022/06/16/riset-grabfood-kalah-populer-dibandingkan-gofood-dan-shopeefood

Fauza, G., Sukanto, H., Sugiarto, C., Hadi, S., Astirin, O. P., Nurcahyo, W., & Prasetyo, A. (2021). Penerapan Teknologi Proses Produksi Untuk Meningkatkan Kapasitas Dan Kualitas Kecap Manis UKM Bumi Makmur Sejahtera. SEMAR (Jurnal Ilmu Pengetahuan, Teknologi, Dan Seni Bagi Masyarakat), 10(2), 123. https://doi.org/10.20961/semar.v10i2.46368

Fauziah, V., & Nugraha, S. (2020). Comparison of Digital and Conventional Marketing Performance on Natural Viera Sutra Products. MERR, 1(2), 47–56.

Feni. (2022). Diskusi Mitra Go-Food.

Garut, D. (2022). 60 Pelaku Usaha di Garut Ikuti Pelatihan Digital Marketing. Public Information Center Garut. https://picgarut.id/site/read/60-pelaku-usaha-di-garut-ikuti-pelatihan-digital-marketing

Gunawan, I. (2022). Sadis! Gofood & GrabFood Kutip Komisi 20-30 Persen ke UMKM, Dipetisi Pelaku Usaha namun Bergeming. Bisnis.Com. https://ekonomi.bisnis.com/read/20220504/12/1529930/sadis-gofood-grabfood-kutip-komisi-20-30-persen-ke-umkm-dipetisi-pelaku-usaha-namun-bergeming

Hamdani, N. A., & Hadiana, A. (2022). Analisis Penerimaan Sistem Aplikasi Pencatatan Informasi Keuangan (SIAPIK) Menggunakan Technology Acceptance Model Pada UKM Batik Garutan. Business Innovation and Entrepreneurship Journal, 4(3), 200–209. https://doi.org/10.35899/biej.v4i3.425

Hamdani, N. A., Ridwan, M., Maulani, G. A. F., & Permana, I. (2022). Analysis of Intervening Variables of New Product Performance affected by Tacit Knowledge and Strategic Flexibility. Mix: Jurnal Ilmiah Manajemen, 12(3), 368. https://doi.org/10.22441/jurnal_mix.2022.v12i3.002

Hamdani, N. A., Muladi, R., & Maulani, G. A. F. (2022). Digital Marketing Impact on Consumer Decision-Making Process. Atlantis Press, 657(Gcbme 2021), 153–158.

Hamdani, N. A., Mutmainah, A., Maulani, G. A. F., Nugraha, S., & Permana, I. (2022). Omnichannel Fashion Retail in Indonesia: How it affects Marketing Performance? Mix: Jurnal Ilmiah Manajemen, 13(1), 49–62. https://doi.org/http://dx.doi.org/10.22441/jurnal_mix.2023.

v13i1.004

Hamid, S. R., & Anwar, S. M. (2019). Structural Equation Modelling (SEM) (Abiratno, S. Nurdiyanti, & A. D. Raksanagara (eds.); Cetakan 1). PT Inkubator Penulis Indonesia.

Hartono, Sri, Ramli, Yanto, Astini, Rina, Widayati, Catur, and Ali, Anees Janee. (2024). The Clinical Information System That Effects The Patients' Satisfaction Of The Healthcare Services. Jurnal Manajemen. Volume 28, No. 1. pp. 1-22. DOI: https://doi.org/10.24912/jm.v28i1.1463

Haryono, S. (2016). Metode SEM untuk Penelitian Manajemen dengan AMOS, LISREL, PLS. In H. Mintardja (Ed.), PT. Intermedia Personalia Utama. PT. Intermedia Personalia Utama.

Hashim, Yusuf. (2010). DETERMINING SUFFICIENCY OF SAMPLE SIZE IN MANAGEMENT SURVEY RESEARCH ACTIVITIES. international journal of organisational management and entreprenuership development. 6. 119-130.

Ilmi, M., Setyo Liyundira, F., Rachmawati, A., Juliasari, D., & Habsari, P. (2020). Perkembangan Dan Penerapan Theory Of Acceptance Model (TAM) Di Indonesia. Relasi : Jurnal Ekonomi, 16(2), 436–458. https://doi.org/10.31967/relasi.v16i2.371

Imaningsih, Erna Sofriana, Ramli, Yanto, Widayati, Catur, Hamdan, and Yusliza, Mohd Yusoff. (2023). The Influence of Egoistic Values, Biospheric Values, and Altruistic Values on Green Attitudes for Re-intention to Use Eco-Bag: Studies on Millennial Consumers. Przestrzeń Spoleczna (Social Space). Volume 23, No. 3. pp.123-148. pp. 357-376

Isma, A., Rakib, M., Mufida, N., & Sholihah, M. (2023). Pengaruh Sikap Dan Pengetahuan Kewirausahaan Terhadap Kesiapan Berwirausaha Dengan Self-Efficacy Sebagai Variabel Intervening. Journal of Economics, Entrepreneurship, Management Business and Accounting, 1(1), 40–51. https://journal.diginus.id/index.php/JEEMBA/article/view/15

Junaidi. (2021). Aplikasi AMOS dan Structural Equation Modeling (H. Sari (ed.)). UPT UNHAS Press.

KemenKopUKM. (2022). Kick Off Pahlawan Digital UMKM 2022, 269 Inovator Digital Daftar untuk Dukung UMKM “Go Digital.” Kementerian Koperasi Dan UKM.

Kemp, S. (2022). More than 5 billion people now use the internet. Digital 2022 April Global Statshot. https://wearesocial.com/au/blog/2022/04/more-than-5-billion-people-now-use-the-internet/

Khakim, K. N. (2011). Analisis Faktor-Faktor Yang Mempengaruhi Penerimaan Dan Penggunaan Software Akuntansi Myob Dengan Menggunakan Pendekatan Technology Acceptance Model (Tam). Diponegoro University, 1–26.

Kidi, & Madya, W. A. (2018). TEKNOLOGI DAN AKTIVITAS DALAM KEHIDUPAN MANUSIA. BPSDM Provinsi Nusa Tenggara Barat, BPSDM.

Lestari, A. N. D. (2020). Analisa Pengaruh Aplikasi E-Commerce Klik Indomaret Terhadap Penerimaan Pengguna Di Kabupaten Jember Menggunakan Technology Acceptance Model (TAM). 1–69.

Ma’rifah, I., W, B. R. I., Rizqi, E. I., & Kustiningsih, N. (2022). Pengaruh Marketplace Dalam Meningkatkan Daya Saing Ekonomi Kreatif Pada Umkm D’Elixir. Jurnal Revenue : Jurnal Ilmiah Akuntansi, 2(2), 349–356. https://doi.org/10.46306/rev.v2i2.78

Marlapa, E. (2020). Quality of Service and Community Disciplinary Officer with Quality Products for Variable Interviening Customer Satisfaction: National Savings Bank Syariah Branch Bogor Regency Cigombong. International Review of Management and Marketing, 10(4), 132–139.

Muharam, F. (2019). Pengaruh Pendidikan Kewirausahaan dan Lingkungan Keluarga terhadap Sikap Kewirausahaan Siswa Kelas XI SMK Negeri 2 Kota Tasikmalaya (Survey pada Siswa Kelas XI SMK Negeri 2 Kota Tasikmalaya Tahun Ajaran 2018/2019). 18–21.

Natasia, S. R., Wiranti, Y. T., & Parastika, A. (2021). Acceptance analysis of NUADU as e-learning platform using the Technology Acceptance Model (TAM) approach. Procedia Computer Science, 197(2021), 512–520. https://doi.org/10.1016/j.procs.2021.12.168

Nisa, K., Aulianita, R., Mukhayaroh, A., Rakhmah, S. N., & Musyaffa, N. (2022). Pelatihan Membuat Toko Online Menggunakan Aplikasi Marketplace Pada Fatayat NU Ciledug. Jurnal Pengabdian Kepada Masyarakat UBJ, 5(1), 95–104. https://doi.org/10.31599/jabdimas.v5i1.770

Nurdiana, D., & Fajar, M. (2021). E-commerce information systems as leather marketing in Garut E-commerce information systems as leather marketing in. https://doi.org/10.1088/1757-899X/1098/4/042003

Oktavia, W., Sucipto, A., & Rusliyawati. (2021). Rancang Bangun Aplikasi E-Marketplace untuk Produk Titik Media Reklame Perusahaan Periklanan (Studi Kasus: P3I Lampung). Jurnal Teknologi Dan Sistem Informasi (JTSI), 2(2), 8–14. http://jim.teknokrat.ac.id/index.php/JTSI

Prastika, A. W., Widiati, P. K., & Budiwitjaksono, G. S. (2022). Evolusi Sistem Keuangan Berbasis Teknologi Pada Umkm Binaan Csr Pt Semen Indonesia (Persero) Tbk Pabrik Tuban. Jurnal Ilmiah MEA …, 6(1), 32–42.

Purnama, F. (2021). Garut sosialisasikan manfaat digital bagi ekonomi masyarakat. ANTARANEWS. https://jabar.antaranews.com/berita/324881/garut-sosialisasikan-manfaat-digital-bagi-ekonomi-masyarakat

Purnama, F. (2022). Pemkab Garut latih pelaku UKM tentang bisnis digital. ANTARANEWS. https://jabar.antaranews.com/amp/berita/353633/pemkab-garut-latih-pelaku-ukm-tentang-bisnis-digital

Putra, E. P. (2023). Social Media Marketing.

Rachmawati, R., Heniawati, & Mubarok, T. M. S. (2020). Technology Implementation in SMEs. MERR, 1(1), 1–7.

Ramli, Yanto, Imaningsih, Erna Sofriana, Rajak, Adnan and Ali, Anees Janee. (2022). Environmental Sustainability: To Enhance Organizational Awareness towards Green Environmental Concern. International Journal of Energy Economics and Policy. Volume 12, 4. pp.307-316. DOI: https://doi.org/10.32479/ijeep.13275

Ramli, Yanto, Kurniawan, Deden, Imaningsih, Erna Sofriana, Yuliantini, Tine, and Anah, Sri. (2022). Imposing Green Management to Enhance the Organizational Awareness against the Environmental Sustainability. International Journal of Energy Economics and Policy. Volume 13, Issue 1. pp. 518-528. DOI: https://doi.org/10.32479/ijeep.14001

Ramli, Yanto and Kartini, Dwi. (2022). Manajemen Strategik dan Bisnis. Bumi Aksara. Jakarta. Indonesia.

RFAMA. (2021). Bupati Garut Buka Acara UMKM Garut Go Digital. Regional Financial and Asset Management Agency. https://bpkad.jabarprov.go.id/bupati-garut-buka-acara-umkm-garut-go-digital

Saratian, E. T. P., Arief, H., Ramli, Y., Permana, D., & Soelton, M. (2023, November). Introduction of Sharia Financing Contracts For The Indonesian Msmes. In ICCD (Vol. 5, No. 1, pp. 296-301)

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. In Leadership & Organization Development Journal (7th ed.). Wiley. https://doi.org/10.1108/lodj-06-2013-0079

Shiratina, Aldina, Ramli, Yanto and Hanifah, Haniruzila. (2022). SME Innovation and Social-Media on Intention to Visit Ternate City with Destination Image as the Moderating Variable. Jurnal Bisnis dan Manajemen. Volume 23, No. 1. pp. 66-78. DOI:https://doi.org/10.24198/jbm.v23i1.733

Shiratina, Aldina, Ramli, Yanto, Imaningsih, Erna Sofriana, Rajak, Adnan and Ali, Anees Janee. (2023). The Role of Entrepreneurial Marketing and Relationship Marketing that Strengthen the Women Entrepreneurs' Business Performance. Indonesian Journal of Business and Entrepreneurship. Volume 9 No. 2. pp. 177-185. DOI: 10.17358/IJBE.9.2.177

S

ihombing, L., Soelton, M., Saratian, E. T. P., Arief, H., & Setiawan, M. (2019, November). Entrepreneurship Education For Msmes And Youth Organization (Karang Taruna). In ICCD (Vol. 2, No. 1, pp. 76-79).

Sitohang, N. (2020). Penerapan Terhadap Model Penerimaan Teknologi (TAM) Dengan Penerimaan Aplikasi E-Commerce Dalam Kehidupan Bisnis Usaha Mikro Masyarakat. Journal of Trends Economics and Accounting, 1(2), 44–50.

Sugesti, M. Y. (2020). Pengaruh Perceived Ease of Use dan Perceived of Usefulness terhadap Behavior Intention Digital payment OVO (Studi pada Pengguna OVO di Kota Medan) [Universitas Sumatra Utara]. https://repositori.usu.ac.id/handle/123456789/30133

Sujatmiko, I. D., & Prismana, I. G. L. P. E. (2022). Implementasi Technology Acceptance Model 3 (TAM 3) terhadap Kepuasan Pengguna Aplikasi Investasi dan Trading Saham (Studi Kasus: Aplikasi Mobile IPOT). Journal of Emerging Information System and Business Intelligence (JEISBI), 3(1), 35–44. https://ejournal.unesa.ac.id/index.php/JEISBI/article/view/44214%0Ahttps://ejournal.unesa.ac.id

Sukma, B., Sulistiowati, & Kartikasari, P. (2018). Strategi Peningkatan Penerimaan Aplikasi Tracer Study pada Institut Bisnis dan Informatika Stikom Surabaya. JSIKA, 7(6), 1–11. https://doi.org/ISSN 2338-137X

Sulistiyono, S. T. (2022). Hingga 2021 Terdapat 64 Juta UMKM di Indonesia, Tapi Baru 19 Juta Masuk Ranah Digital. Tribun Bisnis. https://www.tribunnews.com/bisnis/2022/04/04/hingga-2021-terdapat-64-juta-umkm-di-indonesia-tapi-baru-19-

juta-masuk-ranah-digital

Suryawan, M. B., & Prihandoko, P. (2018). Evaluasi Penerapan SIAKAD Politeknik Negeri Madiun Menggunakan Pendekatan TAM dan EUCS. Creative Information Technology Journal, 4(3), 233. https://doi.org/10.24076/citec.2017v4i3.113

Tijan, E., Aksentijevi, S., & Ivani, K. (2019). Blockchain Technology Implementation in Logistics. https://doi.org/10.3390/su11041185

Utama, S. (2018). Determinan Perceived Ease of Use Dan Pengaruhnya Terhadap Intention To Use Pengguna Teknologi Informasi Berbasis Website Pada Umkm Industri Kreatif Sub

Sektor Fashion Di Malang. Jurnal Teknologi Terapan: G-Tech, 1(2), 84–89. https://doi.org/10.33379/gtech.v1i2.273

Venkatesh, V., & Bala, H. (2008). Technology Acceptance Model 3 and a Research Agenda on Interventions; Decision Sciences, Vol. 39 (2) pp 273 – 315. Decision Sciences Institute, 39(2), 273–315.

Wardhani, A. K., & Chen, D. K. J. (2021). the Effect of Youtube Media of Online Review, Visualization and Trust on Intention To Buy Smartphone. Mix: Jurnal Ilmiah Manajemen, 11(1), 36. https://doi.org/10.22441/mix.2021.v11i1.003

Widodo, S. J. (2019). Analisis Faktor Pendorong Penggunaan Layanan Jasa Go-Food [UNIVERSITAS KATOLIK SOEGIJAPRANATA]. http://repository.unika.ac.id/19255/

Widyayanti, E. R., & Insiatiningsih, I. (2021). Pengaruh Strategi Pemasaran Online Dengan Aplikasi Gojek Fitur Gofood Terhadap Peningkatan Pendapatan Usaha Kuliner Di Yogyakarta. Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen, 8(1), 80–95. https://doi.org/10.32477/jrm.v8i1.249

Yuwanda, T., Gustina, L., & Bella, S. (2023). Increasing Competitive Advantage Through Creativity and Innovative Behavior: The Moderating Role of Digital Leadership. Mix: Jurnal Ilmiah Manajemen, 13(1), 63. https://doi.org/10.22441/jurnal_mix.2023.v13i1.005




DOI: http://dx.doi.org/10.22441/jurnal_mix.2024.v14i1.002

Refbacks

  • There are currently no refbacks.


MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328

Editor's Address:

Magister Management Department, Universitas Mercu Buana.
Tedja Buana Building 4th Floor.
Jl. Menteng Raya No. 29, Jakarta 10340.

The Journal is Indexed and Abstracting by:

 

Web Analytics Made Easy - StatCounter
View My Stats