Article Sidebar

Submitted
October 30, 2024
Accepted
December 5, 2024
Published
December 9, 2024
Download
PDF
Statistic
Read Counter : 37 Download : 32

Main Article Content

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi niat (intention to use) UMKM di kota Samarinda dalam menggunakan aplikasi WhatsApp Business sebagai alat komunikasi dan pemasaran. Menggunakan metode kuantitatif, penelitian ini melibatkan 105 responden yang terdiri dari pelaku UMKM yang aktif menggunakan WhatsApp Business. Variabel yang diteliti meliputi perceived ease of use, perceived usefulness, social influence, attitude dan intention to use. Data dikumpulkan melalui survei yang disebarkan kepada responden dan dianalisis menggunakan uji asumsi statistik serta analisis regresi untuk menentukan hubungan antar variabel. Hasil penelitian menunjukkan bahwa perceived ease of use, social influence, dan attitude memiliki pengaruh signifikan terhadap niat penggunaan WhatsApp Business, sedangkan perceived usefulness tidak berpengaruh signifikan. Temuan ini menyoroti bahwa kemudahan penggunaan dan dukungan sosial dari lingkungan sekitar lebih berperan dalam membentuk niat pelaku UMKM untuk mengadopsi WhatsApp Business, dibandingkan dengan pemahaman mereka tentang manfaat aplikasi tersebut. Penelitian ini diharapkan dapat memberikan wawasan yang berguna bagi pemangku kepentingan dalam mengembangkan strategi yang efektif untuk mendorong penggunaan teknologi digital di kalangan UMKM di Samarinda

Article Details

License

Copyright (c) 2024 Della Olivia Caterina Kalangit

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

    1. Authors hold the copyright in any process, procedure, or article described in the work and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

    2. Authors retain publishing rights to re-use all or portion of the work in different work but can not granting third-party requests for reprinting and republishing the work.

    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) as it can lead to productive exchanges, as well as earlier and greater citation of published work.

References

  1. Creswell, J. W. (2002). Educational Research Planning, Conducting, and Evaluating Quantitative and Qualitative Research. Pearson.
  2. Helmi, S., Sesotya, W. R., & Pranata, A. (2024). The Effects of Perceived Ease of Use, Perceived Usefulness, Attitude, and Trust on Fintech Adoption in MSMEs. 2nd International Conference on Management and Business (ICOMB 2023), 101–109.
  3. Hendriyani, C., Dwianti, S. P., Herawaty, T., & Ruslan, B. (2020). Analisis Pengunaan Whatsapp Business Untuk Meningkatkan Perjualan Dan Kedekatan Dengan Pelanggan Di Pt Saung Angklung Udjo. AdBispreneur, 5(2), 193. https://doi.org/10.24198/adbispreneur.v5i2.29171
  4. Iddris, F., & Ibrahim, M. (2015). Examining the relationships between e-Marketing adoption and Marketing Performance of Small and Medium Enterprises in Ghana. Journal of Marketing and Consumer Research, 10, 160–169.
  5. IDDRIS, F., KOFI DOGBE, C. S., DUAH, E., & KPARL, E. M. (2024). Predicting the Intention to Adopt WhatsApp Groups as an Innovative Source of Business Financing: An Application of the Technology Acceptance Model. International Journal of Economics & Management, 18(2).
  6. Jamil, M. M., Talib, N., Azam, N. H. N., Nazeri, N. M., Yusof, M. A. M., & Abidin, N. E. (2018). WhatsApp Acceptance and Behavioral Intention to Use among Non-Nursing Staff in Selected Hospitals at Melaka. 57(Piceeba), 200–207. https://doi.org/10.2991/piceeba-18.2018.48
  7. Meylianingrum, K., Jaya, T. J., & Fahmi, E. F. F. El. (2023). Optimization of Digital Branding and Marketing for Gempol MSMEs Through WhatsApp Business. Dinamisia: Jurnal Pengabdian Kepada Masyarakat, 7(6), 1528–1533.
  8. Omar, A., Ramayah, T., Lin, L. B., Mohamad, O., & Marimuthu, M. (2011). Determining factors for the usage of web-based marketing applications by small and medium enterprises (SMEs) in Malaysia. Journal of Marketing Development and Competitiveness, 5(2), 70–86.
  9. Sugiyono. (2014). Metode Penelitian kuantitatif, kualitatif dan R & D. Bandung?: Alfabeta, 2014.
  10. Utami, R., Amril, D. Y., Ardiansyah, A., & Jundrio, H. (2022). Pengaruh Perceived Usefulness, Perceived Ease Of Use, Dan Time Saving Terhadap Continuous Usage Intention Dengan Attitude Towards Mobile Apps Sebagai Variabel Mediasi Pada Aplikasi Simpool Di Masa Pandemi Covid 19. Masarin, 1(1), 13–29.