Analisis Dampak Kepercayaan pada Penggunaan Media Pemasaran Online (E-Commerce) yang Diadopsi oleh UMKM: Perspektif Model DeLone & McLean
DOI:
https://doi.org/10.12695/jmt.2017.16.3.6Keywords:
Model DeLone & McLean, Trust, e-commerce, dan UMKMAbstract
Abstrak. Tujuan penelitian ini adalah untuk menguji dampak kepercayaan (trust) pada penggunaan media pemasaran online (e-commerce) yang diadopsi oleh UMKM melalui penilaian model kesuksesan sistem informasi Delone & McLean (2003). Selain itu penelitian ini juga bertujuan untuk memberikan bukti empiris tentang model kesuksesan sistem informasi Delone & McLean (2003) dalam kaitannya pada penggunaan media pemasaran online (e-commerce). Populasinya adalah seluruh pimpinan atau pemilik Usaha Mikro Kecil dan Menengah (UMKM) di Kota Palopo. Sampel pada penelitian ini diambil dengan menggunakan metode non probability yaitu dengan tekhnik pendekatan purposive sampling dengan pertimbangan bahwa sampel dipilih berdasarkan tujuan penelitian yaitu sektor Usaha Mikro Kecil dan Menengah (UMKM) yang menggunakan sistem pemasaran berbasis online (e-commerce). Ukuran sampel diambil sebanyak 200 sampel, dengan pertimbangan sampel minimal untuk Struktural Equation Model (SEM) yaitu 100 sampel dan tingkat kesalahan sebesar 5%. Untuk menguji hipotesis, penelitian ini menggunakan teknik struktural equation model (SEM) melalui pendekatan Partial Least Squares (PLS-SEM) dengan bantuan software SmartPLS 3.Hasil penelitian menujukkan bahwa konstruk trust ternyata mampu berperan baik secara langsung maupun sebagai variabel mediasi pada penggunaan media pemasaran online (e-commerce) yang diadopsi oleh UMKM melalui penilaian model kesuksesan sistem informasi Delone & McLean (2003). Pengaruh information quality, system quality, dan service quality, terhadap user satisfaction yang dimediasi oleh trust ketiganya memiliki pengaruh tidak langsung (indirect effect) positif dan signifikan. Sedangkan trust berpengaruh positif dan signifikan secara langsung terhadap user satisfaction dan trust berpengaruh positif signifikan secara tidak langsung terhadap benefit yang dimediasi oleh user satisfaction. Hasil penelitian berikutnya mampu memberikan dukungan empiris terhadap model kesuksesan sistem informasi DeLone and McLean dengan mengkombinasikan konstruk trust ternyata mampu menggambarkan fenomena penggunaan sistem pemasaran online (e-commerce) bagi UMKM di Kota Palopo. Dimana dari enam belashipotesis yang diajukan hanya enam yang ditolak dan sepuluh hipotesis lainnya diterima.
Kata Kunci: Model DeLone and McLean, Trust, Benefit, e-commerce, UMKM
Abstrak. The purpose of this research that to test on the effect of trust to used media of electronic commercewho adoption by SMEs through assessment of the success model of information system by Delone & Mclean (2003). In addition, this research purpose too that hand over the empiric fact of the success value model information system by Delone & Mclean (2003) in connection to used media of electronic commerce (e-commerce). The populations are whole leadership or stakeholder Micro, Small, Medium Enterprises (SMEs) in Palopo City. The sample of this research take by using non probability method that approach purposive sampling with consideration that sample choose by based purpose of research that sector Micro, Small, Medium Enterprises (SMEs) by using media of electronic commerce (e-commerce). Measurement of sample take over about 200 samples, by consideration minima sample for Structure Equation Model (SEM) that 100 samples and error rate about 5 %. For test of hypothesis, this research used structural equation model (SEM) through approach Partial Least Squares (PLS-SEM) by help software Smart PLS 3. Result of research indicate that construct trust in fact capable to act kind by direct or indirect as mediation variable to used media of electronic commerce (e-commerce) who adoption by UMKM through the value success model information system of Delone & Mclean (2003). The influence of information quality, system quality, and service quality toward user satisfaction who mediated by trust those three are had indirect effect positive and significant. While trust influence positive and significant by direct toward user satisfaction. Result of next research that capable hand over empiric support toward the success model of information system by Delone and Mclean with combine construct trust in fact capable describes phenomena by using system electronic commerce (e-commerce) for SMEs in Palopo City. Where from sixteen of hypothesis who offered only six are refused and ten of hypothesis others are accepted.
Keywords: Model DeLone and McLean, Trust, Benefit, e-commerce, SMEs
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