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Analisis Adopsi E-Commerce berdasarkan Kerangka TOE (Technology, Organization, Environment) pada UMKM Kota Bogor Indonesia

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 10 No. 6 (2025) · pp. 650–659

DOI
10.37149/jia.v10i6.2429
ISSN
2527-273X
Published
2025-12-29
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0/

Abstract

The MSME sector is one of the economic pillars in Bogor City, yet e-commerce adoption remains suboptimal despite the pressure of digital transformation. This study analyzes the determinants of e-commerce adoption using the Technology, Organization, Environment (TOE) framework. Using a quantitative correlational approach and simple random sampling, data were collected from 211 MSME actors, predominantly from the culinary and service sectors. The results demonstrate that technological readiness, organizational capability, and environmental support significantly influence adoption, with the model explaining 61.2% of the variance. The scientific novelty of this research lies in identifying the environmental factors, specifically government support and competitive pressure, as the most dominant driver (β = 0.368), surpassing internal technical and organizational factors in the urban MSME landscape. These findings contribute to the TOE literature by showing that, in emerging urban economies, digital transformation is primarily a reactive adaptation to external ecosystems rather than an internal readiness. Strategically, the results underscore the need for a holistic ecosystem approach to accelerate digital literacy and innovation among MSMEs.

Keywords

Collaboration network of the authors

8 authors · 14 co-authorship links · 7 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • IPB University
  • Universitas Borneo Tarakan
  • University of Timor
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Rayhana JafarUniversitas Borneo Tarakan2
Ahmad MubarakUniversitas Borneo Tarakan1
Jufriadi JufriadiUniversitas Borneo Tarakan1
Intani DewiIPB University1
Dira Asri PramitaUniversity of Timor1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, first harvested 4 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Analisis Adopsi E-Commerce berdasarkan Kerangka TOE  (Technology, Organization, Environment)  pada UMKM Kota Bogor Indonesia</dc:title>
	<dc:creator>Rahmawati, Alfi</dc:creator>
	<dc:creator>Machmuddin, Nurlela</dc:creator>
	<dc:creator>Lidya, Leni</dc:creator>
	<dc:subject xml:lang="en-US">e-commerce adoption</dc:subject>
	<dc:subject xml:lang="en-US">environment</dc:subject>
	<dc:subject xml:lang="en-US">organization</dc:subject>
	<dc:subject xml:lang="en-US">technology</dc:subject>
	<dc:subject xml:lang="en-US">toe framework</dc:subject>
	<dc:description xml:lang="en-US">The MSME sector is one of the economic pillars in Bogor City, yet e-commerce adoption remains suboptimal despite the pressure of digital transformation. This study analyzes the determinants of e-commerce adoption using the Technology, Organization, Environment (TOE) framework. Using a quantitative correlational approach and simple random sampling, data were collected from 211 MSME actors, predominantly from the culinary and service sectors. The results demonstrate that technological readiness, organizational capability, and environmental support significantly influence adoption, with the model explaining 61.2% of the variance. The scientific novelty of this research lies in identifying the environmental factors, specifically government support and competitive pressure, as the most dominant driver (β = 0.368), surpassing internal technical and organizational factors in the urban MSME landscape. These findings contribute to the TOE literature by showing that, in emerging urban economies, digital transformation is primarily a reactive adaptation to external ecosystems rather than an internal readiness. Strategically, the results underscore the need for a holistic ecosystem approach to accelerate digital literacy and innovation among MSMEs.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2025-12-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/2429</dc:identifier>
	<dc:identifier>10.37149/jia.v10i6.2429</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 10 No. 6 (2025); 650 - 659</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v10i6</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/2429/487</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2025 Alfi Rahmawati, Nurlela Machmuddin, Leni Lidya</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0/</dc:rights>
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