SME acceptance in implementing e-commerce

Internet users have experienced rapid growth in the past 15 years, from 2 million users in 2000 to 78 million internet users in 2015 in Indonesia. Internet users in business are also experiencing rapid development, which is indicated by an increasing number of e-commerce both in the form of online stores and other internet-based businesses. The development of e-commerce provides opportunities for Small and Medium Enterprises (SMEs) to develop markets from local markets to global markets. The e-commerce model that fits the characteristics of SMEs is B2C e-commerce. Although B2C e-commerce transactions have increased, the transaction value is not as large as B2B e-commerce transactions at large companies that control 80 percent of total online transactions. This condition occurs because the adoption of e-commerce requires the support of mastery of technology and the support of human resource capabilities in its implementation which is one of the barriers for SMEs for e-commerce implementation. Data from the BPS shows that of the 17 million SMEs spread across Indonesia, only 75 thousand SMEs have websites, so that SMEs have not fully grasped the market opportunity in the digital world.

One model that can be used to measure the level of acceptance of new technologies such as e-commerce is the Technology Acceptance Model (TAM). Technology Acceptance Model is a model built to analyze and understand the factors that influence the acceptance of the use of information technology. TAM aims to explain and estimate user acceptance and the factors that influence the acceptance of a technology in an organization.

The two main concepts in user acceptance are perceived ease of use and perceived usefulness. Perceived ease of use is defined as the level of confidence someone has that using information systems technology (e-commerce) will be easy and does not require a lot of effort. Perceived usefulness is defined as a person's level of trust that the use of information systems (e-commerce) increases performance in his work. The use of e-commerce is determined by individual perceptions and attitudes that will ultimately shape a person's behavior in the use of an information technology.

The TAM model can be used to determine the level of e-commerce acceptance by SMEs. This is done as an effort to find out the competitiveness of SMEs in the current information age. The TAM model testing in this study was conducted on UKM in Gianyar Regency. SMEs in Gianyar Regency are mostly engaged in handicrafts, with a total of 74,088 SMEs with employment reaching 74,914 people.

The results of research on the level of acceptance of e-commerce technology by SMEs in Gianyar Regency indicate that the easier e-commerce is used, the increasing desire to apply e-commerce to SMEs. Likewise, in terms of benefits, the more benefits derived from e-commerce, the more the desire to implement e-commerce in SMEs is increasing. The results also showed that the level of e-commerce implementation in SMEs in Gianyar Regency was quite good.