The Influence of Technology, Organization, And Environment on MSMEs' Adoption of Digital Services in West Java: A Toe Model Analysis

Authors

  • Agnesia Candra Sulyani Telkom Corporate University Center (TCUC), PT. Telekomunikasi Indonesia Tbk., Bandung, Indonesia
  • Niken Larasati Telkom Corporate University Center (TCUC), PT. Telekomunikasi Indonesia Tbk., Bandung, Indonesia
  • Adelia Anissa Putri Telkom Corporate University Center (TCUC), PT. Telekomunikasi Indonesia Tbk., Bandung, Indonesia
  • Okke Siti Shoofiyani Telkom Corporate University Center (TCUC), PT. Telekomunikasi Indonesia Tbk., Bandung, Indonesia
  • Syakhrul Afandi Statistic Department, Gadjah Mada University, Yogyakarta, Indonesia
  • R. Danisworo Rivianto Telkom Corporate University Center (TCUC), PT. Telekomunikasi Indonesia Tbk., Bandung, Indonesia
  • Retno Setyorini Research Alliance Ko+Lab, Telkom University, Bandung, Indonesia
  • Wardhani Muhamad Research Alliance Ko+Lab, Telkom University, Bandung, Indonesia
  • Heru Nugroho Research Alliance Ko+Lab, Telkom University, Bandung, Indonesia

Abstract

Abstract - Digital applications have emerged as instrumental tools in driving the growth and sustainability of enterprises across various sectors. One of the sectors that has benefited is Micro, Small and Medium Enterprise (MSMEs). One of the telecommunication companies had assisted MSMEs promote digital transformation in Indonesia through their digital product. This research aimed to determine what factors influenced MSMEs companies in choosing and adopting digital products using Technology Organization - Environment (TOE) model. Data collection was performed using purposive sampling quantitative methods with a 4-point Likert scale. The respondents of the research were 139 respondents from Micro, Small, and Medium Enterprise (MSMEs) companies that were assisted by telecommunication companies based in West Java, Indonesia. The author concludes that the factors which had a significant contribution to MSMEs digital adoption in West Java were SMEs' firm sustainability, environment, and technology.

Keywords - Digital Transformation, MSMEs, TOE Model, Digital Adoption, Firm Sustainability

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Submitted

2025-09-09

Published

2025-09-10

Conference Proceedings Volume

Proceedings of The 9th International Conference on Management in Emerging Markets (ICMEM) SBM ITB

Section

Articles