Factors Influence MSME's Switching Behavior in Digital Marketing Channel: Evidence from Indonesia
Unduhan
Dalam mewujudkan pelayanan berbasis digital sekaligus penerapan ekonomi kerakyatan, Pemerintah Kota Surabaya telah meluncurkan website e-commerce bernama E-Peken. Diharapkan kehadiran infrastruktur pemasaran digital tersebut dapat membantu para pelaku UMKM meningkatkan potensi usahanya melalui perluasan jangkauan pemasaran produk unggulannya. Akan tetapi, setelah 2 tahun berjalan, satu persatu pelaku UMKM tidak aktif menggunakan website tersebut dan beralih ke e-commerce yang lain. Penelitian ini bertujuan untuk mengetahui keinginan untuk beralih E-Commerce ditinjau dari kegagalan layanan E-Commerce dan pengalaman penggunaan website E-Peken. Metode penelitian yang digunakan adalah kuantitatif dengan pengambilan data melalui observasi dan kuesioner pada 346 orang UMKM di Kota Surabaya yang tercatat sebagai pengguna website E-Peken. Hasil yang diperoleh menunjukan bahwa kegagalan layanan E-Commerce terbukti berpengaruh pada intensi beralih; Pengalaman penggunaan terbukti berpengaruh pada intensi beralih dan intensi beralih terbukti berpengaruh pada perilaku beralih dari E-Peken ke e-commerce yang lain.
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