ANALISIS PENGARUH TECHNOLOGY-ORGANIZATION-ENVIRONMENT (TOE) TERHADAP MARKETING PERFORMANCE UMKM RITEL DIGITAL YOGYAKARTA
DOI:
https://doi.org/10.47200/jcob.v10i1.3577Keywords:
kecerdasan Buatan, Marketing Performance, UMKM ritel digital, TOE Framework, Adopsi Teknologi, Transformasi DigitalAbstract
Transformasi digital mendorong usaha mikro, kecil, dan menengah (UMKM) ritel untuk mengadopsi kecerdasan buatan (artificial intelligence/AI) sebagai strategi peningkatan kinerja pemasaran. Namun, faktor-faktor yang menentukan keberhasilan adopsi AI dan dampaknya terhadap marketing performance UMKM ritel digital di Indonesia masih belum banyak diteliti secara empiris. Penelitian ini bertujuan menguji pengaruh dimensi teknologi (AI capability, biaya implementasi, keunggulan relatif, kompleksitas, dan kompatibilitas), dimensi organisasi (dukungan organisasi dan modal manusia berkelanjutan), serta dimensi lingkungan (permintaan pasar dan dukungan pemerintah) terhadap marketing performance UMKM ritel digital di Daerah Istimewa Yogyakarta menggunakan kerangka Technology-Organization-Environment (TOE). Penelitian menggunakan pendekatan kuantitatif dengan desain cross-sectional survey terhadap 150 responden dan dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa delapan dari sembilan hipotesis terdukung, dengan model menjelaskan 61,7% variansi marketing performance. AI capability dan permintaan pasar merupakan prediktor terkuat, sementara dukungan pemerintah tidak berpengaruh signifikan. Penelitian ini berkontribusi secara teoritis dengan mengintegrasikan AI capability sebagai sub-dimensi inti dalam kerangka TOE dan mengkonseptualisasikan marketing performance secara multidimensional untuk konteks UMKM ritel digital di negara berkembang.
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