Analisis Model TOE pada Digital Technology Innovation E-Commerce untuk Rekomendasi Peningkatan Seller Revenue dengan SEM-PLS

Diva Irma Ayunita, Erma Suryani

Abstract


Sektor e-commerce merupakan pendorong utama transformasi digital di Indonesia, dengan lonjakan nilai transaksi mencapai Rp487,01 triliun pada tahun 2024. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang mendorong adopsi inovasi teknologi digital (khususnya Artificial Intelligence dan Big Data Analytics) serta pengaruhnya terhadap pendapatan penjual. Dengan menggunakan kerangka kerja Technology-Organization-Environment (TOE), penelitian ini melibatkan 117 responden penjual kategori fashion di platform Shopee. Analisis data dilakukan menggunakan metode Structural Equation Modeling - Partial Least Squares (SEM-PLS). Hasil pengujian struktural menunjukkan bahwa faktor Teknologi ($p < 0,001$), Organisasi ($p = 0,004$), dan Lingkungan ($p < 0,001$) berpengaruh positif signifikan terhadap adopsi inovasi teknologi digital (DTI). Namun, analisis jalur langsung mengungkapkan bahwa hanya aspek Organisasi dan Lingkungan yang berdampak signifikan terhadap pendapatan penjual. Sebaliknya, aspek Teknologi dan DTI itu sendiri tidak memberikan pengaruh signifikan terhadap pendapatan. Hal ini mengindikasikan bahwa kapabilitas internal penjual dan dukungan ekosistem platform lebih dominan dalam meningkatkan pendapatan dibandingkan penggunaan teknologi semata. Rendahnya dampak langsung DTI diduga karena pemanfaatan yang belum optimal serta kurangnya keterampilan analitis pengguna.

Keywords


E-commerce, Inovasi Teknologi Digital, Kerangka TOE, SEM-PLS, Pendapatan Penjual

Full Text:

PDF

References


Yuli Setiawan, “Digitalisasi Umkm Melalui E-Commerce Sebagai Peningkatan Pendapatan Nasional,” J. Manaj., vol. 7, no. 2, pp. 76–83, 2023, doi: 10.54964/manajemen.v7i2.250.

M. Nazar and Tertia Salsabila, “Pemanfaatan Potensi E-Commerce pada Peningkatan Keragaman Bisnis Lokal di Sulawesi Selatan; Perspektif Transformasi Digital,” GIAT Teknol. untuk Masy., vol. 3, no. 1, pp. 25–37, 2024, doi: 10.24002/giat.v3i1.9152.

A. Hund, H. T. Wagner, D. Beimborn, and T. Weitzel, “Digital innovation: Review and novel perspective,” J. Strateg. Inf. Syst., vol. 30, no. 4, 2021, doi: 10.1016/j.jsis.2021.101695.

A. Luthfiansyah, T. Saputra, M. M. Haikal, and V. F. Sanjaya, “MEMAKSIMALKAN POTENSI AI UNTUK MENINGKATKAN PERTUMBUHAN PENJUALAN E-COMMERCE,” vol. 1, pp. 184–191.

S. S. Alrumiah and M. Hadwan, “Implementing big data analytics in e-commerce: Vendor and customer view,” IEEE Access, vol. 9, no. March, pp. 37281–37286, 2021, doi: 10.1109/ACCESS.2021.3063615.

A. M. Almaududi Ausat, S. Suherlan, and T. Peirisal, “Analisis Faktor Yang Mempengaruhi Adopsi Mobile Commerce,” CogITo Smart J., vol. 7, no. 2, pp. 265–277, 2021, doi: 10.31154/cogito.v7i2.321.265-2J. Eveland and L. G. Tornatzky, “Technology Innovation As a Process,” vol. 23, no. 1, 1990, doi: 10.7251/emc2201237t.

P. Mikalef and M. Gupta, “Artificial intelligence capability: Conceptualization, measurement calibration, and empirical study on its impact on organizational creativity and firm performance,” Inf. Manag., vol. 58, no. 3, p. 103434, 2021, doi: 10.1016/j.im.2021.103434.

D. Zhang, L. G. Pee, and L. Cui, “Artificial intelligence in E-commerce fulfillment: A case study of resource orchestration at Alibaba’s Smart Warehouse,” Int. J. Inf. Manage., vol. 57, p. 102304, Apr. 2021, doi: 10.1016/j.ijinfomgt.2020.102304.

A. Zuiderwijk, Y. C. Chen, and F. Salem, “Implications of the use of artificial intelligence in public governance: A systematic literature review and a research agenda,” Gov. Inf. Q., vol. 38, no. 3, p. 101577, 2021, doi: 10.1016/j.giq.2021.101577.

P. C. Verhoef et al., “Digital transformation: A multidisciplinary reflection and research agenda,” J. Bus. Res., vol. 122, no. 4, pp. 889–901, Jan. 2021, doi: 10.1016/j.jbusres.2019.09.022.

J. F. Hair and C. M. Ringle, “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM),” no. September 2021, 2022.

S. Verma, R. Sharma, S. Deb, and D. Maitra, “Artificial intelligence in marketing: Systematic review and future research direction,” Int. J. Inf. Manag. Data Insights, vol. 1, no. 1, Apr. 2021, doi: 10.1016/j.jjimei.2020.100002.

S. Chatterjee, N. P. Rana, K. Tamilmani, and A. Sharma, “The effect of AI-based CRM on organization performance and competitive advantage: An empirical analysis in the B2B context,” Ind. Mark. Manag., vol. 97, pp. 205–219, Aug. 2021, doi: 10.1016/j.indmarman.2021.07.013.

E. Sánchez, R. Calderón, and F. Herrera, “Artificial Intelligence Adoption in SMEs: Survey Based on TOE–DOI Framework, Primary Methodology and Challenges,” Appl. Sci., vol. 15, no. 12, p. 6465, Jun. 2025, doi: 10.3390/app15126465.

M. Willetts, A. S. Atkins, and C. Stanier, “Barriers to SMEs Adoption of Big Data Analytics for Competitive Advantage,” in 2020 Fourth International Conference On Intelligent Computing in Data Sciences (ICDS), IEEE, Oct. 2020, pp. 1–8. doi: 10.1109/ICDS50568.2020.9268687.

A. N. A. Malik and S. N. S. Annuar, “The Effect of Perceived Usefulness, Perceived Ease of Use, Reward, and Perceived Risk toward E-Wallet Usage Intention,” 2021, pp. 115–130. doi: 10.1007/978-3-030-65147-3_8.

W. Achmad, “MSMEs Empowerment through Digital Innovation: The Key to Success of E-Commerce in Indonesia,” Daengku J. Humanit. Soc. Sci. Innov., vol. 3, no. 3, pp. 469–475, 2023, doi: 10.35877/454ri.daengku1742.

Dessyana Suryawandari et al., “Digitalisasi UMKM Berbasis E-Commerce: Pelatihan, Pendampingan, dan Implementasi UMKM Go Digital,” J. Pengabdi. Masy. dan Ris. Pendidik., vol. 4, no. 1, pp. 4409–4417, Aug. 2025, doi: 10.31004/jerkin.v4i1.2067.

A. Haleem, M. Javaid, M. Asim Qadri, R. Pratap Singh, and R. Suman, “Artificial intelligence (AI) applications for marketing: A literature-based study,” Int. J. Intell. Networks, vol. 3, pp. 119–132, 2022, doi: 10.1016/j.ijin.2022.08.005.

S. F. Wamba, A. Gunasekaran, S. Akter, S. J. Ren, R. Dubey, and S. J. Childe, “Big data analytics and firm performance: Effects of dynamic capabilities,” J. Bus. Res., vol. 70, pp. 356–365, Jan. 2017, doi: 10.1016/j.jbusres.2016.08.009.

A. Es-satty, M. Naimi, R. Lemghari, and C. Okar, “The Impacts of Big Data Analytics and Artificial Intelligence on Supply Chain Strategic Performance: An Empirical Study,” Oper. Supply Chain Manag. An Int. J., pp. 201–214, May 2025, doi: 10.31387/oscm0610464.

S. P. Achira, S. Ambarwati, and P. C. Azwari, “Pengaruh Penggunaan E-commerce terhadap Peningkatan Pendapatan Usaha Mikro Kecil Menengah (Penelitian di Kota Palembang),” J. Ekon. KIAT, vol. 34, no. 2, 2023, [Online]. Available: https://journal.uir.ac.id/index.php/kiat




DOI: http://dx.doi.org/10.36448/expert.v16i1.4698

Refbacks

  • There are currently no refbacks.


EXPERT: Jurnal Manajemen Sistem Informasi dan Teknologi

Published by Pusat Studi Teknologi Informasi, Fakultas Ilmu Komputer, Universitas Bandar Lampung
Gedung M Lt.2 Pascasarjana Universitas Bandar Lampung
Jln Zainal Abidin Pagaralam No.89 Gedong Meneng, Rajabasa, Bandar Lampung,
LAMPUNG, INDONESIA

Indexed by:



Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.