ANALISIS PERSEPSI KEMUDAHAN, SOCIAL INFLUENCE DAN PERSEPSI KEAMANAN TERHADAP MINAT PENGGUNAAN MARKETPLACE OLEH UMKM DI JABODETABEK
Authors: Sari Novita , Sari Mia 
Published: June 2021

ABSTRACT
The fast growing of digital technology updates and development have created many technology platforms in the business field. Marketplace, is one of platform resulted from the online buying and selling market revolution which is now increasingly in demand by the public. Th is development have impacted on the increasing numbers of transactions for Indonesia market. The presence of a marketplace have expanding new business areas for business people or entrepreneurs, especially MSME's who uses the marketplace as a means of thei r digital marketing. By seeing this phenomena, it motivates the authors to analyze factors that influenced the use of marketplace by MSME's. This study aims to analyze the interest in the use of the marketplace by MSME's in Jabodetabek cities area based on their perceived ease of use, social influences and perceived of risk. It is hoped the results of this research can contribute to the digital economy business players, especially MSME's and able to provide suggestions for improvements to the policy makers and ECommerce companies providing market. The object of this research is the owners of MSME's in Jabodetabek cities. The analysis technique is descriptive analysis. The results of the study can be described that the interest for using the marketplace by MSME's in Jabodetabek cities were influenced by the variables of perceived ease of use, social influence and perceived of risk. This can be seen from the responses, as many as 91.9% of MSME's actors/players responded that they were strongly agreed with to t he perceived ease of use. As many as 80.75% of MSME's actors/players gave an agreed respond to the variable of social influence and as many as 88.2% of MSME's actors/players gave also an agreed respond to the perceived of risk.

Keywords: marketplace; interest in use; social influence; descriptive analysis; MSMEs

ABSTRAK
Pembaruan dan perkembangan teknologi digital yang begitu cepat dan cerdas banyak melahirkan platform di bidang bisnis. Marketplace, menjadi salah satu platform hasil dari revolusi pasar jual beli online yang sekarang ini semakin diminati oleh masyarakat. Perkembangan ini ditandai dengan jumlah transaksi di marketplace di Indonesia yang menunjukan data yang terus meningkat. Kehadiran marketplace memperluas lahan bisnis baru bagi para pelaku usaha, terutama UMKM yang memanfaatkan marketplace sebagai sarana digital marketing. Melihat fenomena tersebut, melatarbelakangi penulis untuk menganalisis faktor-faktor yang mempengaruhi penggunaan marketplace oleh UMKM. Penelitian ini bertujuan untuk menganalisa minat penggunaan marketplace oleh UMKM di Jabodetabek berdasarkan persepsi kemudahan, social influence dan persepsi keamanan. Diharapkan hasil penelitian ini dapat memberikan kontribusi bagi pelaku usaha ekonomi digital, khususnya UMKM dan mampu memberikan saran perbaikan untuk para pembuat kebijakan maupun perusahaan E-Commerce penyedia marketplace. Objek penelitian ini adalah para pemilik UMKM di Jabodetabek. Teknik analisis yang digunakan dengan menggunakan teknik analisis deskriptif. Hasil penelitian dapat dideskripsikan bahwa minat penggunaan marketplace oleh UMKM di Jabodetabek di pengaruhi oleh variabel persepsi kemudahan, social influence dan persepsi keamanan. Hal ini terlihat dari tanggapan responden, sebanyak 91,9% pelaku UMKM memberikan tanggapan sangat setuju atas persepsi kemudahan, sebanyak 80,75% pelaku UMKM memberikan tanggapan sangat setuju atas variabel social influence dan sebanyak 88,2% pelaku UMKM memberikan tanggapan sangat setuju atas persepsi keamanan.

Kata Kunci: marketplace; minat penggunaan; social influence; analisis deskriptif; UMKM