Jurnal Bisnis dan Manajemen (Sep 2020)

SMES’ E-COMMERCE ADOPTION TOWARDS CONSUMER EXPERIENCE

  • Nuryanti Taufik,
  • Faizal Haris Eko Prabowo,
  • Allicia Deana Santosa,
  • Andina Eka Mandasari

DOI
https://doi.org/10.24198/jbm.v21i2.373
Journal volume & issue
Vol. 21, no. 2
pp. 144 – 155

Abstract

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This study aims to determine how the effect of e-commerce adoption on SMEs towards consumer experience in shopping online and its impact on repurchases. This research is a quantitative study with a survey method. The analytical tool used is Structural Equation Modeling. The sample size in this study is 205 respondents who have made transactions on the fashion SME e-commerce websites. The results showed that the better the adoption of e-commerce carried out by SMEs fashion, the better it is in providing a good experience for consumers, which ultimately made consumers repurchase on the website. This study provides new measurements of consumer responses in the form of experience after using SME e-commerce websites.

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