Technology Acceptance toward the Continuance Use Market Place

Application to Increase Sales in Indonesian SMEs

Robetmi Jumpakita Pinem

Department of Business Administration, Faculty of Social and Political Sciences, Universitas Diponegoro, Indonesia

Keywords: Marketplace, Application, Continuance Use, Entrepreneurship, SMEs

Abstract: Market place helps business to disseminate information about businesses owned by businessmen.

Conventional traders only sell their products to communities around their business locations. Development of

market places all over Indonesia become potential customers for every product that wants to be sold.

Respondents in this study were SMEs in Jepara with a variety of products sold at the market place including

Tokopedia, open stalls and other market places. Data analysis using SPSS Version 21.0 to describe the sample

and do multiple regression analysis as well as R-Square. Technology remains a tool that is very helpful in the

development of human life, including to alleviate human activities. Technology is able to provide benefits to

humans, but humans are not always ready for the development of technology that continues to grow. Based

on the results of this study on MSME players who have made sales at market place indicate that the variables

studied are jointly significant and have a 56.9% effect on the desire to continue using market place. Based on

partial test, the perceive usefulness variable and entrepreneurial motivation have significant results while

perceived ease to use is not significant.

1 INTRODUCTION

Current technological developments can no longer be

avoided. Technology has a negative and positive

impact on human life. Each individual must want the

positive impact of technological developments

depending on each individual utilizing existing

technology. In the digital era, the development of

technology can be utilized in developing business

owned. With the development of the internet that is

getting better and the development of social media

and market place that continues to grow, it provides

enormous opportunities for business development.

Market place helps business people to

disseminate information about businesses owned by

businesses. Conventional traders only sell their

products to communities around their business

locations. Technological developments make

everything change from the initial conventional. With

the current market place or social media, consumers

in the area where businesses open stores do not only

reach every product that is owned. Development of

social media and market places all over Indonesia

become potential customers for every product that

wants to be sold.

Changes in consumer behavior are currently

following changes in the digital age. Now many

consumers use market place or social media as a place

to shop for various reasons. For example, because

there is no time to shop, by shopping at the market

place, consumers can compare the prices of very

many products. Congestion outside the home is also

the reason consumers shop through online. The easier

it is to conduct transactions online, changing the way

consumers conduct so that more outlets are closed

due to the decline in conventional shopping to shops.

This opportunity is an opportunity for MSME

players to market their products. With the

development of the internet that is increasingly easy

to use and the ease of accessing the market place and

social media, it is easier for MSME players to develop

their business through market place and social media.

In this study focused on MSME players who expand

their business to market place. UMKM practitioners

products, so that the public even abroad can easily

access their products so that they will increase their

sales because of the wider reach of their buyers.

The above background is the basis of seeing the

ease of use and the usefulness of the market place the

504

Pinem, R.

Technology Acceptance toward the Continuance Use Market Place Application to Increase Sales in Indonesian SMEs.

DOI: 10.5220/0009308005040507

In Proceedings of the 2nd Economics and Business International Conference (EBIC 2019) - Economics and Business in Industrial Revolution 4.0, pages 504-507

ISBN: 978-989-758-498-5

desire to use market place applications in increasing

sales of MSMEs.

2 LITERATURE REVIEW

2.1 Technology Acceptance Model

(TAM)

Technology continues to grow extraordinary and has

a tremendous impact on human life. Even though

technology is very beneficial for human life, but not

all humans easily accept it. Based on previous

research there are at least two reasons people use

technology.

According to Venkatesh, V.; Davis, F. D. (2000),

technology acceptance model (TEM) is a system

theory information model that describes users

receiving and using technology. When someone is

faced with new technology, a number of factors

influence their desire to use it. At least two factors

that influence people's decisions in accepting new

technologies, namely:

Figure 1.

2.2 Perceived Easy of Use

Perceived easy of use is when someone can easily use

existing technology. According Davis, F.D. (1989)

perception of ease of use, in contrast, refers to "the

extent to which someone believes that using a

particular system will be free from effort." This

follows from the definition of "ease": "freedom from

difficulties or big effort. Initially Rogers (1983)

asserted perception of ease of use is a representative

term the extent to which innovation is considered not

to occur difficult to understand, learn or operate. In

other words, the perception of convenience is how

this new technology is more effective and more

efficient than the one before. Perceived easy of use is

stated that the level of innovation easy to understand

or use can be considered as perception of ease of use,

that something new is easy to use as something new

so it's easy to use for beginners (Zeithaml et al.,

2002). Perceived ease to use positively affect

intention to use in the context online travel service

(Li, H., Liu, Y. 2014)

H1: Perceived ease to use will positively affect

intention to use market place to increase sales.

1.1 Perceive Usefulness

Perceive usefulness is applied to MSME business

actors who use market place applications to sell their

products. When MSME actors feel the usefulness of

the market place application, this proves that

technology helps their business. Perceived usefulness

can be interpreted as the extent to which someone

believes that by using a technology can improve its

performance so as to provide benefits to it by using

these technologies (Davis, F.D, 1989). According to

(Park, et al., 2014) Perceive usefulness was

significant predictor of behavioral intention to use of

the technology of interest.

H2: Perceived usefulness will positively affect

intention to use market place to increase sales.

2.3 Entrepreneurial Motivation

Motivation is an encouragement from within a

person. The motivation of an entrepreneur is very

important in the success of his business. An

entrepreneur will definitely try to increase his sales

profit. One way to increase old is by increasing the

sales area. One way to sell through the market place,

the motivation that is owned will increase the desire

to use the technology. Praag and Cramer (2001) found

that people would become entrepreneurs if the

expected benefits exceeded the wages of work.

Because the expected rewards depend on the

assessment of individual abilities and attitudes toward

risk, perceptions of entrepreneurial feasibility.

The impact of entrepreneur motivation on their

success is a topic that is widely known in developed

countries. surveyed entrepreneurs from North

America to determine what motivational categories

lead to business success. Findings from their research

show that entrepreneurial motivation is divided into

four different categories: 1. extrinsic rewards, 2.

independence / autonomy, 3. intrinsic rewards and 4.

family security (Kuratko, Hornsby and Naffziger,

1997, Robichaud, McGraw and Roger, 2001)

H3: Motivation will positively affect intention to use

market place to increase sales.

Technology Acceptance toward the Continuance Use Market Place Application to Increase Sales in Indonesian SMEs

505

3 METHOD

Respondents in this study were MSMEs in Jepara

with a variety of products sold at the market place

including Tokopedia, open stalls and other market

places. Sampling is done by distributing face-to-face

questionnaires using a Likert scale, ie from point 1

strongly disagree to 5 strongly agree. In addition to

the data collection questionnaire, interviews were

also conducted to find out more about the experience

of MSME actors in using market place as a medium

to expand the product sales range. Data analysis using

SPSS Version 21.0 to describe the sample and do

multiple regression analysis as well as R-Square to

see how much influence the Independent variable on

the dependent variable.

4 RESULT AND DISCUSSION

4.1 Demographic

Based on the results of the study, it can be seen the

description of the respondents who were the object of

this research.

Table 1. Demographic respondents

Item Frequency Percentage (%)

Gende

Male 19 63.3

Female 11 36.7

lon

established business

<1 - 1 yea

6 20.0

2 yea

16 53.3

3 yea

6 20.0

4 - . 4

2 6.7

reasons for establishin

a business

Social influence 2 6.7

Chance 1 3.3

Financial 25 83.3

Provide

employment

2 6.7

Based on the demographic data above, it can be

seen that male respondents were 19 people (63.3%)

and women as many as 11 people (36.7%). Most of

the respondents in this study were male versus

female. Based on the length of time the business was

established, 16 people answered 2 years (53.3%),

followed by a duration of> 1 - 1 year and 3 years as

many as 6 people (20%) and the remaining 4 -> 4

years (6.7%). The reasons for opening a business are

the reasons for increasing income or improving the

economy answering the most, namely as many as 25

people (83.3%), followed by opportunities and

providing employment opportunities for 2 people

(6.7%) and the one responding because of

opportunities to start a business (3.3%)

4.2 Regression Analysis

Data is processed to see the effect of the independent

variables on the dependent to test the research

hypothesis.

Table 2. Coefficients

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std.

Erro

Beta

(

Constant

)

1.921 .872 2.203.037

PEU -.103 .108 -.125 -.948 .352

PU .403 .155 .394 2.602.015

MOT .339 .106 .477 3.195.004

a. Dependent Variable: IU

Hypothesis 1

Based on the results of the above analysis, the effect

of Perceived ease to use does not have a positive

effect on the desire to continue using the market place

(B = 0.103, t = 948, Sig = 0.352). The results show

that the hypothesis is rejected.

Hypothesis 2

Based on the results of the analysis above, the

influence of Perceive usefulness has a positive

influence on the desire to continue using the market

place (B = 0.403, t = 155, Sig = 0.015). The results

show that the hypothesis is supported.

Hypothesis 3

Based on the results of the above analysis, the effect

of entrepreneurial motivation has a positive influence

on the desire to continue using the market place (B =

0.339, t = 106, Sig = 0.004). The results show that the

hypothesis is supported.

4.3 Moderation Analysis

After partial testing, testing is carried out together.

This test is to see the effect of the independent

variables together on the dependent variable.

EBIC 2019 - Economics and Business International Conference 2019

506

Table 3. ANOVA

Model Sum of

Squares

df Mean

Square

F Sig.

Regression 12.771 3 4.257 11.463 .000

Residual 9.656 26 .371

Total 22.427 29

a. De

endent Variable: IU

. Predictors: (Constant), MOT, PEU, PU

Based on the results above, it can be seen that sig.

0.000 <0.05 means that together the independent

variables (perceived ease to use, perceive use of

violence and motivation) together have a significant

effect on the desire to continue the use of market

place.

Table 4. Model Summary

Model R R Square Adjusted R

Square

Std. Error

of the

Estimate

1 .755

.569 .520 .60941

a. Predictors:

(

Constant

)

, MOT, PEU, PU

. Dependent Variable: IU

Based on the above data it can be seen that the R-

square of this study amounted to 56.9% meaning that

the independent variables (perceived ease of use,

perceived usefulness and motivation) together had an

effect of 56.9% on the desire to continue using market

place. The remaining 33.1% is influenced by other

factors outside the variables examined in this study.

4.4 Managerial Implication

Based on the results of this study, it can provide input

for market place companies that perceived usefulness

and entrepreneurial motivation are two factors that

determine MSME actors to use the market place for

continuance use on market place applications. Market

place companies must increase the awareness of

MSME players on perceived usefulness and increase

entrepreneurial motivation that in the digital age it is

very easy to do business so that it will increase the

desire to make sales through market place.

5 CONCLUSION

Technology remains a tool that is very helpful in the

development of human life, including to alleviate

human activities. Technology is able to provide

benefits to humans, but humans are not always ready

for the development of technology that continues to

grow. based on the results of this study on MSME

players who have made sales at market place indicate

that the variables studied are jointly significant and

have a 56.9% effect on the desire to continue using

market place. Based on partial test, the perceive

usefulness variable and entrepreneurial motivation

have significant results while perceived ease to use is

not significant.

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