Digital Transaction Model in Micro, Small, and Medium Enterpeises (MSMEs) to Target Millenial Generation Consumers in Yogyakarta, Indonesia

Lastri Anggi Fani, Zakiyah Mawaddah

2023

Abstract

The current millennial generation is the majority generation in Indonesia, this generation has characteristics that are accustomed to using digital technology. This generation is undoubtedly responsible for driving the growth of Micro, Small and Medium Enterprises (MSMEs). This study aims to understand the factors that significantly influence the adoption of digital transactions in micro, small, and medium enterprises (MSMEs) in the millennial consumer generation in Yogyakarta. This study combines the TAM (Technology Acceptance Model), TPB (Theory of Planned Behaviour) and transaction costs which include the variables of perceived ease of use, perceived risk, subjective norms, and transaction costs. In this research, CFA (Confirmatory Factor Analysis) is utilized. The study utilizes a quantitative research design that utilizes primary data obtained through questionnaire distribution. The questionnaires collected in this study were 100 respondents. The sampling method used was purposive sampling. The data was analyzed with SPSS 25 using multiple regression analysis techniques. Data testing in this study used the T test and F test. The results of the T test by comparing the T-calculated value with the T-Table showed that the variables perceived of use, transaction costs and subjective norms had an influence on the dependent variable, namely adoption, while the variable perceived risk had no influence on the adoption variable. Then, using the F test, the results showed that all independent variables had a simultaneous influence on the dependent variable. The results show that reduced transaction costs, perceived ease of use, and the role of peer influence are factors that significantly influence Micro, Small and Medium Enterprises (MSMEs) in adopting digital transactions. Meanwhile, the perceived risk factors for using technology do not significantly affect MSMEs in adopting digital transactions.

Paper Citation

in Harvard Style

Anggi Fani L. and Mawaddah Z. (2023). Digital Transaction Model in Micro, Small, and Medium Enterpeises (MSMEs) to Target Millenial Generation Consumers in Yogyakarta, Indonesia. In Proceedings of the 2nd Maritime, Economics and Business International Conference - Volume 1: MEBIC; ISBN 978-989-758-704-7, SciTePress, pages 58-63. DOI: 10.5220/0012643500003798

in Bibtex Style

@conference{mebic23,
author={Lastri Anggi Fani and Zakiyah Mawaddah},
title={Digital Transaction Model in Micro, Small, and Medium Enterpeises (MSMEs) to Target Millenial Generation Consumers in Yogyakarta, Indonesia},
booktitle={Proceedings of the 2nd Maritime, Economics and Business International Conference - Volume 1: MEBIC},
year={2023},
pages={58-63},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012643500003798},
isbn={978-989-758-704-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Maritime, Economics and Business International Conference - Volume 1: MEBIC
TI - Digital Transaction Model in Micro, Small, and Medium Enterpeises (MSMEs) to Target Millenial Generation Consumers in Yogyakarta, Indonesia
SN - 978-989-758-704-7
AU - Anggi Fani L.
AU - Mawaddah Z.
PY - 2023
SP - 58
EP - 63
DO - 10.5220/0012643500003798
PB - SciTePress