Pengaruh Perceived Organizational E-Readiness Dan Perceived External E-Readiness Terhadap SMES Marketing Performance Di Kabupaten Padang Pariaman Dengan E-Commerce Adoption Sebagai Variabel Intervening

Authors

  • Mardha Tillah Jurusan manajemen, Fakultas Ekonomi dan Bisnis,Universitas Negeri Padang, Indonesia
  • Yunita Engriani Jurusan manajemen, Fakultas Ekonomi dan Bisnis,Universitas Negeri Padang, Indonesia

Keywords:

Perceived Prganizational E-Readiness, Perceived External E-readiness, E-commerce Adoption, SMES Marketing Performance

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Organizational E-Readiness dan Perceived External E-readiness terhadap SMES Marketing Performance di Kabupaten Padang Pariaman dengan E-commerce Adoption sebagai variabel Intervening. Populasi dalam penelitian ini adalah seluruh UMKM di Kabupaten Padang pariaman yang sudah mengadopsi e-commerce. Penelitian ini melibatkan 113 responden sebagai sampel. Pengumpulan data dilakukan dengan penyebaran kuesioner secara langsung, dan data diolah menggunakan SmartPLS. Temuan penelitian ini menunjukan bahwa (1) Perceived Organizational E-Readiness berpengaruh positif dan signifikan terhadap E-commerce Adoption, (2)Perceived External E-readiness berpengaruh positif dan signifikan terhadap E-commerce Adoption, (3) E-commerce Adoption berpengaruh positif dan signifikan terhadap SMES Marketing Performance.

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Published

20-08-2024

How to Cite

Tillah, M., & Engriani, Y. (2024). Pengaruh Perceived Organizational E-Readiness Dan Perceived External E-Readiness Terhadap SMES Marketing Performance Di Kabupaten Padang Pariaman Dengan E-Commerce Adoption Sebagai Variabel Intervening. Jurnal Pendidikan Tambusai, 8(2), 29191–29202. Retrieved from https://jptam.org/index.php/jptam/article/view/18821

Issue

Vol. 8 No. 2 (2024)

Section

Articles of Research

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Copyright (c) 2024 Mardha Tillah, Yunita Engriani

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