Analisis Adopsi Pemanfaatan Teknologi Digital Pada Usaha Mikro Kecil Menggunakan Framework TOE

Abstract

The advancement of digital technology has a great influence on the development of Micro and Small
Enterprises (MSEs). However, the level of digital technology adoption by MSE actors is still relatively
low. This study aims to analyze the factors that influence the adoption of digital technology using the
Technology-Organization-Environment (TOE) framework. A quantitative approach was used with the
Partial Least Square Structural Equation Modeling (PLS-SEM) method through SmartPLS 4.0. The
research sample consisted of 97 MSEs in Jambi City engaged in the food and beverage sector. The
questionnaire instrument was prepared based on the three dimensions of TOE: Technology,
Organization, and Environment. The results showed that technological and environmental factors had a
significant effect on the adoption of digital technology, while organizational factors did not show a
significant effect. This may be due to the simple and informal organizational structure of MSEs. This
finding shows that the TOE framework is relevant in analyzing the adoption of digital technology in
MSEs and provides implications for business actors and policy makers to further emphasize technological
and environmental aspects in the digitalization strategy of MSEs.