Hubungan Pemahaman Digital Marketing dan E-Commerce terhadap Niat Adopsi

Abstract

This study aims to analyze the relationship between digital marketing understanding and perceived benefits of e-commerce on the intention to adopt online selling among dried snack MSMEs in Cikampek District, Karawang Regency. Amid the increasing digitalization of MSMEs, some business actors have not yet optimized online sales. This research applies a quantitative approach using the Technology Acceptance Model (TAM) framework and involves 42 respondents through a 1–4 Likert scale questionnaire. The results indicate that all research instruments are valid and reliable. Descriptive analysis shows that the levels of digital marketing understanding, perceived benefits of e-commerce, and intention to adopt online selling are in the moderately high category. Spearman correlation analysis reveals a positive and moderate relationship between digital marketing understanding and adoption intention (r = 0.523), as well as between perceived benefits of e-commerce and adoption intention (r = 0.520). These findings suggest that improving digital literacy and understanding the benefits of e-commerce plays an important role in encouraging MSMEs to sustainably adopt online selling systems.