MSMEs^ STIMULI TO USE E-BUSINESS WITHIN THE TOE^S FRAMEWORK IN INDONESIA
RAVINDRA ARDIANA DARMADI, NAUFAL AFIF, WAHYU ANGGIT PRASETYA, IDA ULIYAH

Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Magelang, Magelang, Indonesia

Department of Accounting, Faculty of Economics and Business, Universitas Muhammadiyah Magelang, Magelang, Indonesia

Abstract

Business needs to have a mature strategy for the emergence of innovations in the field of technology by creating new business models and thereby attracting potential consumers. One strategy that can be used to survive amidst technological advances is the ability of business to transform from traditional sales to online sales to expand the market, especially when geographical distance is limited. Previous research explains that the implementation of e-business has a positive impact on business performance at the operational level. However, research that focuses on how much motivation to use e-business and online sales and business performance is still rarely conducted. This research will fill the gap in previous research by empirically testing how business are encouraged to adopt online sales in the technology-organization-environment (TOE) framework.
The research method we used was descriptive quantitative and we used a questionnaire to obtain research data, while the data collection method we used was purposive sampling. We belief that this study^s findings will demonstrate how technology, organisation, and environment affect MSMEs^ desire to use online sales. The implications of this research indicate that technology, organizations and the environment can influence MSMEs to adopt technology so that they can survive and continue to compete.

Keywords: TOE- E-Business- MSMEs^- Online Sales

Topic: Economics