Hasil Pencarian  ::  Simpan CSV :: Kembali

"Aplikasi cloud Point of Sale (POS) merupakan teknologi yang terlibat dalam melakukan pencatatan penjualan, pembayaran, serta proses yang berkaitan di dalamnya dengan memanfaatkan penyimpanan data di internet. Kegunaan dari aplikasi cloud POS memberikan manfaat yang cukup besar bagi Usaha Mikro Kecil Menengah (UMKM) dalam menjalankan usahanya. Dengan mengintegrasikan teori technology affordance dan teori Unified Theory of Acceptance and Use of The Technology 2 (UTAUT2), penelitian ini mengidentifikasi faktor-faktor technology affordance dari aplikasi cloud POS dan faktor-faktor yang memengaruhi intensi penggunaan aplikasi cloud POS pada pelaku UMKM. Penelitian ini dilakukan dengan mixed-method. Penelitian kualitatif dilakukan dengan melakukan wawancara bersama 10 narasumber pelaku UMKM yang telah menggunakan aplikasi cloud POS. Pengolahan data kualitatif dilakukan dengan menggunakan grounded theory. Kemudian, dilanjutkan dengan penelitian kuantitatif dilakukan dengan menyebarkan kuesioner online dengan 243 responden pelaku UMKM yang telah menggunakan aplikasi cloud POS dan diolah dengan metode Structural Equation Model Partial Least Square (PLS-SEM). Penelitian ini berhasil mengidentifikasi technology affordance aplikasi cloud POS berupa monitorability, recordability, transactionability, decision supportability, dan accessibility. Melalui uji PLS-SEM, penelitian ini menunjukkan jika performance expectancy, effort expectancy, facilitating condition, social influence, dan price value memengaruhi intention to adopt. Selain itu, ditemukan juga bahwa pelaku UMKM di Indonesia masih kurang sadar terkait adanya risiko dari penggunaan teknologi cloud.

---

Cloud Point of Sale (POS) application is a technology that is involved in recording sales, payments, and processes related to it by utilizing data storage on the internet. The use of the cloud POS application provides considerable benefits for Micro, Small, and Medium Enterprises (MSMEs) in running their business. By integrating technology affordance and Unified Theory of Acceptance and Use of The Technology 2 (UTAUT2), this study identifies the technology affordance factors of the cloud POS application and the factors that influence the intention to use the cloud POS application among MSME actors. This research was conducted with mixed-methods. Qualitative research was conducted by interviewing 10 MSME actors who have used the cloud POS application. Qualitative data processing is done by using grounded theory. Then, it was followed by quantitative research conducted by distributing online questionnaires with 243 MSME respondents who had used the cloud POS application and processed it using the Structural Equation Model Partial Least Square (PLS-SEM) method. This research successfully identifies the technology affordance of the cloud POS application in the form of monitorability, recordability, transactionability, decision supportability, and accessibility. Through the PLS-SEM test, this research shows that performance expectancy, effort expectancy, facilitating condition, social influence, and price value affect the intention to adopt. In addition, it was also found that MSME actors in Indonesia are still not aware of the risks associated with using cloud technology."

"Perkembangan teknologi memberikan dampak positif terutama dalam industri keuangan, terbukti transaksikeuangan semakin bergeser ke arah digital. Banyak perusahaan menciptakan dompet digital atau bank digitalsebagai solusi keuangan. Dengan kondisi 48% masyarakat Indonesia tidak memiliki rekening bank padahal tingkatpenetrasi pengguna smartphone sudah di angka 67,88% menjadi peluang kolaborasi bagi Bank Jago dan Gojekuntuk meningkatkan inklusi keuangan di Indonesia. Penelitian ini dilakukan untuk mengetahui pengalamanpengguna terhadap intensi penggunaan dari fitur hasil kolaborasi Bank Jago dan Gojek yang ditinjau dengandiffusion of innovation theory dan brand alliances. Penelitian dilakukan menggunakan mixed-method, pendekatankualitatif dengan grounded theory dan pendekatan kuantitatif dengan PLS-SEM pada 431 responden. Pengalamanpengguna yang berhasil diidentifikasi pada tahap kualitatif adalah integration, design, flexibility, efficiency, danfinancial benefit. Pada tahap kuantitatif diperoleh intention to use dipengaruhi perceived compatibility, perceivedrelative advantages, attitude toward alliances, dan brand trust. Adapun perceived compatibility dipengaruhiefficiency dan financial benefit, sedangkan perceived relative advantages dipengaruhi integration, flexibility,efficiency, dan financial benefit. Penelitian ini dapat menambah pengetahuan terkait inovasi kolaborasi produkdigital dan dapat dikembangkan pada penelitian selanjutnya. Penelitian ini bermanfaat bagi pengembang produkdigital terutama yang bergerak di bidang financial technology, masyarakat, dan pemerintah Indonesia dalammenciptakan ekosistem keuangan yang lebih baik.

---

Technological advancements have had a positive impact, particularly in the financial industry, as evidenced by the

increasing shift towards digital financial transactions. Many companies are racing to create digital wallets or digital

banks as financial solutions. With 48% of the Indonesian population not having a bank account, despite a

smartphone user penetration rate of 67.88%, this situation presents a collaboration opportunity for Bank Jago and

Gojek to enhance financial inclusion in Indonesia. This research was conducted to understand user experiences

and intentions regarding the collaborative features of Bank Jago and Gojek, using the diffusion of innovation

theory and brand alliances as frameworks. The study employed a mixed-method approach, with qualitative analysis

using grounded theory and quantitative analysis using PLS-SEM on 431 respondents. User experiences identified

in the qualitative phase included integration, design, flexibility, efficiency, and financial benefits. In the

quantitative phase, it was found that intention to use is influenced by perceived compatibility, perceived relative

advantages, attitude toward alliances, and brand trust. Perceived compatibility is influenced by efficiency and

financial benefits, while perceived relative advantages are influenced by integration, flexibility, efficiency, and

financial benefits. This research contributes to the understanding of collaborative innovation in digital product

development and can be further expanded in future studies. Moreover, it provides valuable insights for digital

product developers, Indonesian society and government in creating a better financial ecosystem."

"Digitalisasi pembayaran yang semakin meningkat menyebabkan sistem pembayaran cashless semakin banyak digunakan, salah satunya adalah PayLater. Peningkatan penggunaan PayLater juga disebabkan karena rendahnya penetrasi penggunaan kartu kredit di Indonesia. Penelitian ini bertujuan mengetahui dan melihat perbedaan faktor-faktor yang mempengaruhi niat keberlanjutan penggunaan pada Shopee PayLater, Gojek PayLater, dan Traveloka PayLater dengan menggunakan IS success model, expectation confirmation model (ECM), dan self-control theory. Pendekatan yang digunakan pada penelitian ini adalah mixed method dan kualitatif. Pengumpulan data kuantitatif dilakukan melalui survei online oleh 480 responden Shopee PayLater dan 198 responden Gojek PayLater dan diolah menggunakan metode partial least squares SEM (PLS-SEM) dan independent t-test. Pengumpulan data kualitatif dilakukan melalui wawancara pada masing-masing lima narasumber Shopee PayLater, Gojek PayLater, dan Traveloka PayLater. Hasil dari penelitian ini menunjukkan bahwa niat keberlanjutan penggunaan Shopee PayLater dan Gojek PayLater dipengaruhi oleh satisfaction, individual performance, debt attitude, dan impulsive buying. Selain itu, hasil penelitian Traveloka PayLater menunjukkan bahwa niat keberlanjutan penggunaan Traveloka PayLater tergantung oleh kebutuhan, diskon, dan sistem PayLater.

---

The increasing digitization of payments has led to more use of cashless payment systems, one of which is PayLater. The increase in the use of PayLater was also due to the low penetration of credit card usage in Indonesia. This study aims to investigate and see the differences in the factors influencing the continuance intention of Shopee PayLater, Gojek PayLater, and Traveloka PayLater using the IS success model, the expectation confirmation model (ECM), and the self-control theory. The approach used in this research is mixed method and qualitative. Quantitative data was collected through an online survey by 480 respondents of Shopee PayLater and 198 respondents of Gojek PayLater and processed using the partial least squares SEM (PLS-SEM) and independent t-test. Qualitative data was collected through interviews with five interviewees of Shopee PayLater, Gojek PayLater, and Traveloka PayLater. The results of this study indicate that the continuance intention on Shopee PayLater and Gojek PayLater is influenced by satisfaction, individual performance, debt attitude, and impulsive buying. The results of this study also show that the continuance intention to use Traveloka PayLater depends on the urgency, discounts, and PayLater system."

"Tren sistem registrasi rekening online semakin meningkat terutama saat pandemi Covid-19 pada bank konvensional/syariah. Perkembangan tersebut menandakan semakin tinggi intensi adopsi sistem registrasi rekening online sehingga perlu diketahui faktor-faktor yang dapat berpengaruh. Teori yang digunakan adalah Push-Pull-Mooring (PPM). Push factor terdiri dari perceived severity (PS), perceived vulnerability (PV), serta perceived inefficiency (PI). Pull factor terdiri dari perceived ease of use (PEOU), perceived usefulness (PU), serta perceived privacy and security (PPS). Mooring factor terdiri dari institution-based trust (IBT), perceived innovativeness (PIO), serta social influence (SI). Usia dan tingkat pendidikan diteliti sebagai faktor moderasi. Pendekatan menggunakan explanatory sequential mixed methods dengan kuantitatif covariance-based structural equation modelling (CB-SEM) yang dilanjutkan kualitatif. Hasil penyebaran kuesioner daring 404 responden valid dan wawancara 9 responden. Hasil analisis membuktikan bahwa faktor PS dan PV mendorong adopsi, faktor PEOU dan PU menarik adopsi, serta semua mooring factor berpengaruh terhadap adopsi. Namun, PI dan PPS tidak memengaruhi adopsi. Usia terbukti memoderasi hubungan antara PV, PU, PPS, dan IBT dengan adopsi, sedangkan tingkat pendidikan dapat moderasi antara PV, PEOU, dan SI dengan adopsi. Penelitian ini diharapkan dapat memperkaya penelitian terdahulu dan bank sebagai penyedia sistem registrasi rekening online dapat mengatur strategi bisnis yang tepat.

---

The trend of online account registration at conventional/sharia banks is increasing yearly, especially during the Covid-19 pandemic. It indicates the intention to adopt an online account registration system is increasing, so it’s necessary to know the factors that influence it. This research uses Push-Pull-Mooring (PPM) theory. Push factors are perceived severity (PS), perceived vulnerability (PV), perceived inefficiency (PI). Pull factors are perceived ease of use (PEOU), perceived usefulness (PU), perceived privacy and security (PPS). Mooring factors are institution-based trust (IBT), perceived innovativeness (PIO), social influence (SI). Age and education level were investigated as moderating factors. This research was conducted using an explanatory sequential mixed methods approach with Covariance Based Structural Equation Modeling (CB-SEM) for quantitative and followed by qualitative. The results of online questionnaires were 404 valid respondents and interviews with 9 respondents. The analysis result is prove that PS and PV push the adoption, PEOU and PU pull the adoption, and all mooring factors affect the adoption. However, PI and PPS do not affect the adoption. Age is proven to moderate the relationship between PV, PU, PPS, and IBT with the adoption, while education level moderate between PV, PEOU, and SI with the adoption. This research is expected to enrich previous research and help banks to organize the proper business strategy."

"Adanya pandemi COVID-19 memberikan dampak terhadap peningkatan penggunaan pada beberapa layanan digital, salah satunya adalah aplikasi SVoD. Salah satu pricing model yang mulai banyak digunakan oleh industri SVoD adalah freemium model, di mana pengguna dapat menonton dengan dua pilihan akun, yaitu melalui akun gratis atau akun premium. Penelitian ini bertujuan untuk mengidentifikasi faktor push, pull, dan mooring yang memengaruhi switching intention dari free-to-fee user pada aplikasi Subscription Video on Demand di Indonesia. Teori yang digunakan pada penelitian ini adalah teori Push-Pull-Mooring (PPM) sebagai teori yang banyak digunakan pada penelitian terkait switching intention. Penelitian ini memiliki 475 responden valid yang pernah berlangganan akun premium setidaknya sekali pada aplikasi SVoD. Analisis data dilakukan dengan menggunakan metode Covarianced-based Structural Equation Model dan menggunakan bantuan program AMOS 26. Hasil penelitian ini menunjukkan bahwa intrusiveness of advertising dan limited content tidak berpengaruh terhadap switching intention. Sementara itu, premium attractiveness of utilitarian benefits, premium attractiveness of hedonic benefits, price value, switching cost, peer influence, dan habit berpengaruh terhadap switching intention. Pada faktor moderasi, hanya hubungan premium attractiveness of utilitarian benefits dan price value dengan switching intention yang dimoderasi oleh variabel habit. Berdasarkan hal tersebut, penelitian ini diharapkan dapat memberikan kontribusi bagi perusahaan penyedia layanan SVoD untuk mengevaluasi layanan mereka sehingga semakin banyak pengguna yang beralih dari akun gratis ke akun premium

---

The COVID-19 pandemic was increasing some of digital services usage, one of them is the SVoD application. One of the pricing models that the SVoD industry has started to use is the freemium model, where users can watch with two choices of accounts, a free account or a premium account. This study aims to identify the push, pull, and mooring factors that influence the switching intention from free-to-fee users in the Subscription Video on Demand application in Indonesia. The theory used in this study is the theory of Push-Pull-Mooring (PPM) as a theory that is widely used in research related to switching intention. This study has 475 valid respondents who have subscribed to a premium account at least once on the SVoD application. The data were analyzed using the Covarianced-based Structural Equation Model method and using the AMOS 26 program. This study indicates that the intrusiveness of advertising and limited content has no effect on user’s switching intention. Meanwhile, premium attractiveness of utilitarian benefits, premium attractiveness of hedonic benefits, price value, switching costs, peer influence, and habit have an effect on user’s switching intention. On the moderating factor, only the premium attractiveness of utilitarian benefits and price value with switching intention is moderated by the habit variable. Based on this result, this research is expected to contribute to SVoD service provider companies to evaluate their services so they can gain more users to switch from free accounts to premium accounts."

"Adanya pandemi COVID-19 memberikan dampak terhadap peningkatan penggunaan pada beberapa layanan digital, salah satunya adalah aplikasi SVoD. Salah satu pricing model yang mulai banyak digunakan oleh industri SVoD adalah freemium model, di mana pengguna dapat menonton dengan dua pilihan akun, yaitu melalui akun gratis atau akun premium. Penelitian ini bertujuan untuk mengidentifikasi faktor push, pull, dan mooring yang memengaruhi switching intention dari free-to-fee user pada aplikasi Subscription Video on Demand di Indonesia. Teori yang digunakan pada penelitian ini adalah teori Push-Pull-Mooring (PPM) sebagai teori yang banyak digunakan pada penelitian terkait switching intention. Penelitian ini memiliki 475 responden valid yang pernah berlangganan akun premium setidaknya sekali pada aplikasi SVoD. Analisis data dilakukan dengan menggunakan metode Covarianced-based Structural Equation Model dan menggunakan bantuan program AMOS 26. Hasil penelitian ini menunjukkan bahwa intrusiveness of advertising dan limited content tidak berpengaruh terhadap switching intention. Sementara itu, premium attractiveness of utilitarian benefits, premium attractiveness of hedonic benefits, price value, switching cost, peer influence, dan habit berpengaruh terhadap switching intention. Pada faktor moderasi, hanya hubungan premium attractiveness of utilitarian benefits dan price value dengan switching intention yang dimoderasi oleh variabel habit. Berdasarkan hal tersebut, penelitian ini diharapkan dapat memberikan kontribusi bagi perusahaan penyedia layanan SVoD untuk mengevaluasi layanan mereka sehingga semakin banyak pengguna yang beralih dari akun gratis ke akun premium.

---

The COVID-19 pandemic was increasing some of digital services usage, one of them is the SVoD application. One of the pricing models that the SVoD industry has started to use is the freemium model, where users can watch with two choices of accounts, a free account or a premium account. This study aims to identify the push, pull, and mooring factors that influence the switching intention from free-to-fee users in the Subscription Video on Demand application in Indonesia. The theory used in this study is the theory of Push-Pull-Mooring (PPM) as a theory that is widely used in research related to switching intention. This study has 475 valid respondents who have subscribed to a premium account at least once on the SVoD application. The data were analyzed using the Covarianced-based Structural Equation Model method and using the AMOS 26 program. This study indicates that the intrusiveness of advertising and limited content has no effect on user’s switching intention. Meanwhile, premium attractiveness of utilitarian benefits, premium attractiveness of hedonic benefits, price value, switching costs, peer influence, and habit have an effect on user’s switching intention. On the moderating factor, only the premium attractiveness of utilitarian benefits and price value with switching intention is moderated by the habit variable. Based on this result, this research is expected to contribute to SVoD service provider companies to evaluate their services so they can gain more users to switch from free accounts to premium accounts

"

"Terjadinya peningkatan pengguna aplikasi seluler mendorong peluang untuk mempermudah konsultasi kesehatan melalui telemedicine di era pandemi COVID-19. Di Indonesia sendiri terjadi peningkatan penggunaan telemedicine selama pandemi COVID19. Namun, setelah pandemi COVID-19, masyarakat cenderung akan berkonsultasi secara offline kembali karena ketika berkonsultasi pada telemedicine masyarakat akan merasa beresiko karena tidak dapat bertemu dokter secara langsung dan layanan online seringkali menimbulkan isu-isu privasi. Rasa ketidakpastian dan beresiko dapat dikurangi dengan membangun kepercayaan masyarakat melalui proses trust transfer. Oleh karena itu, penelitian ini memiliki tujuan untuk mengetahui faktor-faktor yang dapat memengaruhi trust transfer agar masyarakat tetap berlanjut menggunakan layanan konsultasi telemedicine walaupun pandemi COVID-19 telah berakhir. Kemudian dilakukan penyebaran survei kepada masyarakat Indonesia yang sedang atau pernah berkonsultasi menggunakan aplikasi telemedicine dan mendapatkan 457 responden valid. Penelitian ini merupakan penelitian kuantitatif menggunakan analisis PLS-SEM dengan bantuan program SmartPLS. Hasil penelitian menunjukkan bahwa trust in doctor dipengaruhi oleh perceived reputation, telemedicine quality, dan familiarity. Kemudian trust in telemedicine dipengaruhi oleh disposition to trust dan telemedicine quality. Sedangkan trust in technology dipengaruhi oleh perceived reputation, telemedicine quality, dan familiarity. Selanjutnya trust in doctor dan trust in technology berpengaruh secara positif terhadap trust in telemedicine services namun tidak berpengaruh secara langsung terhadap continuance intention. Selain itu, satisfaction dan perceived usefulness berpengaruh positif secara langsung terhadap continuance intention.

---

The increase in mobile application users encourages opportunities to facilitate health consultations through telemedicine in the era of the COVID-19 pandemic. In Indonesia, there has been an increase in the use of telemedicine during the COVID-19 pandemic. However, after the COVID-19 pandemic, people tend to consult offline again because when consulting on telemedicine, people will feel risky because they cannot meet doctors in person and online services often cause privacy issues. The sense of uncertainty and risk can be reduced by building public trust through the trust transfer process. Therefore, this study aims to determine the factors that can affect trust transfer so that people continue to use telemedicine consulting services even though the COVID-19 pandemic has ended. Then the survey was distributed to the Indonesian people who were or have been consulted using the telemedicine application and got 457 valid respondents. This research is quantitative research using PLS-SEM analysis with the help of the SmartPLS program. The results showed that trust in doctor was influenced by perceived reputation, telemedicine quality, and familiarity. Then trust in telemedicine is influenced by disposition to trust and telemedicine quality. Meanwhile, trust in technology is influenced by perceived reputation, telemedicine quality, and familiarity. Furthermore, trust in doctor and trust in technology have a positive effect on trust in telemedicine services but do not directly affect continuance intention. In addition, satisfaction and perceived usefulness have a direct positive effect on continuance intention."

"Adanya pandemi COVID-19 memberikan dampak terhadap peningkatan penggunaan pada beberapa layanan digital, salah satunya adalah aplikasi SVoD. Salah satu pricing model yang mulai banyak digunakan oleh industri SVoD adalah freemium model, di mana pengguna dapat menonton dengan dua pilihan akun, yaitu melalui akun gratis atau akun premium. Penelitian ini bertujuan untuk mengidentifikasi faktor push, pull, dan mooring yang memengaruhi switching intention dari free-to-fee user pada aplikasi Subscription Video on Demand di Indonesia. Teori yang digunakan pada penelitian ini adalah teori Push-Pull-Mooring (PPM) sebagai teori yang banyak digunakan pada penelitian terkait switching intention. Penelitian ini memiliki 475 responden valid yang pernah berlangganan akun premium setidaknya sekali pada aplikasi SVoD. Analisis data dilakukan dengan menggunakan metode Covarianced-based Structural Equation Model dan menggunakan bantuan program AMOS 26. Hasil penelitian ini menunjukkan bahwa intrusiveness of advertising dan limited content tidak berpengaruh terhadap switching intention. Sementara itu, premium attractiveness of utilitarian benefits, premium attractiveness of hedonic benefits, price value, switching cost, peer influence, dan habit berpengaruh terhadap switching intention. Pada faktor moderasi, hanya hubungan premium attractiveness of utilitarian benefits dan price value dengan switching intention yang dimoderasi oleh variabel habit. Berdasarkan hal tersebut, penelitian ini diharapkan dapat memberikan kontribusi bagi perusahaan penyedia layanan SVoD untuk mengevaluasi layanan mereka sehingga semakin banyak pengguna yang beralih dari akun gratis ke akun premium.

---

The COVID-19 pandemic was increasing some of digital services usage, one of them is the SVoD application. One of the pricing models that the SVoD industry has started to use is the freemium model, where users can watch with two choices of accounts, a free account or a premium account. This study aims to identify the push, pull, and mooring factors that influence the switching intention from free-to-fee users in the Subscription Video on Demand application in Indonesia. The theory used in this study is the theory of Push-Pull-Mooring (PPM) as a theory that is widely used in research related to switching intention. This study has 475 valid respondents who have subscribed to a premium account at least once on the SVoD application. The data were analyzed using the Covarianced-based Structural Equation Model method and using the AMOS 26 program. This study indicates that the intrusiveness of advertising and limited content has no effect on user’s switching intention. Meanwhile, premium attractiveness of utilitarian benefits, premium attractiveness of hedonic benefits, price value, switching costs, peer influence, and habit have an effect on user’s switching intention. On the moderating factor, only the premium attractiveness of utilitarian benefits and price value with switching intention is moderated by the habit variable. Based on this result, this research is expected to contribute to SVoD service provider companies to evaluate their services so they can gain more users to switch from free accounts to premium accounts."

"Transformasi Facebook, Instagram, dan Tiktok yang semulanya digunakan untuk bersosialisasi kini telah dimanfaatkan sebagai social commerce (s-commerce) untuk berjualan. Ketiga platform tersebut berhasil menduduki posisi s-commerce dengan popularitas tertinggi namun sayangnya belum banyak UMKM yang memanfaatkannya untuk meningkatkan proses bisnis mereka. Kebutuhan UMKM dieksplorasi menggunakan technology affordance untuk meningkatkan perilaku intensi penggunaan s-commerce dari UMKM yang kemudian diintegrasikan dengan model Innovation Diffusion Theory (IDT) untuk mengetahui faktor-faktor yang memengaruhi intensi perilaku penggunaan s-commerce pada UMKM. Penelitian ini dilakukan menggunakan pendekatan mixed-method dengan 10 responden wawancara daring dan 470 responden kuesioner dimana kedua jenis narasumber merupakan pelaku UMKM yang telah menggunakan s-commerce untuk menunjang kegiatan bisnisnya. Didapatkan lima konstruk technology affordance dari s-commerce, diantaranya adalah metavoicing, brand visibility, monitorability, customer shopping guidance, dan association. Pengolahan data dilakukan secara kuantitatif menggunakan metode Structural Equation Model Partial Least Square (PLS-SEM). Hasil analisis kuantitatif menunjukkan bahwa relative advantage, compatibility, dan complexity berhasil memengaruhi intensi perilaku penggunaan s-commerce oleh UMKM secara signifikan. Relative advantage dan complexity sama-sama dipengaruhi oleh seluruh aspek technology affordance, namun relative advantage dipengaruhi paling kuat oleh brand visibility sedangkan complexity dipengaruhi paling kuat oleh customer shopping guidance. Berbeda dengan relative advantage dan complexity, compatibility hanya memiliki tiga aspek technology affordance yang memengaruhi secara signifikan, yaitu metavoicing, brand visibility, dan customer shopping guidance. Pengembangan lanjutan dari penelitian ini dapat memperdalam kegunaan platform s-commerce serta memberikan implikasi berupa saran pengembangan fitur enhanced chat bot, katalog, dan kustomisasi ads agar dapat dikembangkan sesuai kebutuhan pengguna.

---

The transformation of Facebook, Instagram and Tiktok, which were originally used for socializing, has now been used as social commerce (s-commerce) for sales. The three platforms successfully occupied s-commerce's position with the highest popularity but unfortunately not many MSME have used it to improve their business processes. MSME’s need are explored using state-of-the-art of technology affordance to build s-commerce behavior from MSME, then integrated with Innovation Diffusion Theory (IDT) models to identify factors that influence the behavioral intention to use s-commerce in MSMEs. This study was conducted using a mixed-method approach of 10 online interview respondents and 470 online questionnaire respondents whom both types of respondents are MSME actors who are likely to used s-commerce to support their business activities. Five technology affordance constructs were obtained from s-commerce, including metavoicing, brand visibility, monitorability, customer shopping guidance, and association. Furthermore, quantitative data processing used the Structural Equation Model Partial Least Square called PLS-SEM method. The results of the quantitative analysis show that relative advantage, compatibility, and complexity have succeeded in significantly influencing the behavioral intention to use s-commerce by MSMEs. Relative advantage and complexity are both influenced by all aspects of technology affordance, but relative advantage is most strongly influenced by brand visibility while complexity is most strongly influenced by customer shopping guidance. In contrast to relative advantage and complexity, compatibility has only three aspects of technology affordance that significantly affect them, namely metavoicing, brand visibility, and customer shopping guidance. Further development of this research can deepen the use of s-commerce platforms and provide implications in the form of suggestions for developing enhanced chat bot features, catalogs, and ad customization so that they can be developed according to user needs."

"Transformasi Facebook, Instagram, dan Tiktok yang semulanya digunakan untuk bersosialisasi kini telah dimanfaatkan sebagai social commerce (s-commerce) untuk berjualan. Ketiga platform tersebut berhasil menduduki posisi s-commerce dengan popularitas tertinggi namun sayangnya belum banyak UMKM yang memanfaatkannya untuk meningkatkan proses bisnis mereka. Kebutuhan UMKM dieksplorasi menggunakan technology affordance untuk meningkatkan perilaku intensi penggunaan s-commerce dari UMKM yang kemudian diintegrasikan dengan model Innovation Diffusion Theory (IDT) untuk mengetahui faktor-faktor yang memengaruhi intensi perilaku penggunaan s-commerce pada UMKM. Penelitian ini dilakukan menggunakan pendekatan mixed-method dengan 10 responden wawancara daring dan 470 responden kuesioner dimana kedua jenis narasumber merupakan pelaku UMKM yang telah menggunakan s-commerce untuk menunjang kegiatan bisnisnya. Didapatkan lima konstruk technology affordance dari s-commerce, diantaranya adalah metavoicing, brand visibility, monitorability, customer shopping guidance, dan association. Pengolahan data dilakukan secara kuantitatif menggunakan metode Structural Equation Model Partial Least Square (PLS-SEM). Hasil analisis kuantitatif menunjukkan bahwa relative advantage, compatibility, dan complexity berhasil memengaruhi intensi perilaku penggunaan s-commerce oleh UMKM secara signifikan. Relative advantage dan complexity sama-sama dipengaruhi oleh seluruh aspek technology affordance, namun relative advantage dipengaruhi paling kuat oleh brand visibility sedangkan complexity dipengaruhi paling kuat oleh customer shopping guidance. Berbeda dengan relative advantage dan complexity, compatibility hanya memiliki tiga aspek technology affordance yang memengaruhi secara signifikan, yaitu metavoicing, brand visibility, dan customer shopping guidance. Pengembangan lanjutan dari penelitian ini dapat memperdalam kegunaan platform s-commerce serta memberikan implikasi berupa saran pengembangan fitur enhanced chat bot, katalog, dan kustomisasi ads agar dapat dikembangkan sesuai kebutuhan pengguna.

---

The transformation of Facebook, Instagram and Tiktok, which were originally used for socializing, has now been used as social commerce (s-commerce) for sales. The three platforms successfully occupied s-commerce's position with the highest popularity but unfortunately not many MSME have used it to improve their business processes. MSME’s need are explored using state-of-the-art of technology affordance to build s-commerce behavior from MSME, then integrated with Innovation Diffusion Theory (IDT) models to identify factors that influence the behavioral intention to use s-commerce in MSMEs. This study was conducted using a mixed-method approach of 10 online interview respondents and 470 online questionnaire respondents whom both types of respondents are MSME actors who are likely to used s-commerce to support their business activities. Five technology affordance constructs were obtained from s-commerce, including metavoicing, brand visibility, monitorability, customer shopping guidance, and association. Furthermore, quantitative data processing used the Structural Equation Model Partial Least Square called PLS-SEM method. The results of the quantitative analysis show that relative advantage, compatibility, and complexity have succeeded in significantly influencing the behavioral intention to use s-commerce by MSMEs. Relative advantage and complexity are both influenced by all aspects of technology affordance, but relative advantage is most strongly influenced by brand visibility while complexity is most strongly influenced by customer shopping guidance. In contrast to relative advantage and complexity, compatibility has only three aspects of technology affordance that significantly affect them, namely metavoicing, brand visibility, and customer shopping guidance. Further development of this research can deepen the use of s-commerce platforms and provide implications in the form of suggestions for developing enhanced chat bot features, catalogs, and ad customization so that they can be developed according to user needs."