Dampak Adopsi ICT dan Manajemen Data terhadap Adopsi E-Commerce dan Performa Pemasaran UKM
DOI:
https://doi.org/10.55606/jurrie.v5i2.9790Keywords:
Business Data Management, E-Commerce Adoption, ICT Adoption, Marketing Performance, Research and Development ActivityAbstract
This study aims to analyze the impact of ICT adoption, business data management, and research and development activity on e-commerce adoption and marketing performance of Small and Medium Enterprises (SMEs). This study employed a quantitative approach using a survey of 221 SME owners in Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that ICT adoption, business data management, and research and development activity have a positive and significant effect on e-commerce adoption. Furthermore, e-commerce adoption has a positive and significant effect on marketing performance. These findings indicate that strengthening digital capabilities, effective data management, and innovation activities can encourage e-commerce adoption and improve SMEs’ marketing performance.
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