Factors influencing MSME’s interest in transacting in e-commerce

The objective of this study is to provide empirical evidence regarding the factors that influence the interest of micro, small, and medium-sized enterprises (MSMEs) in transacting in e-commerce. This research was conducted in Lampung province, which consists of 13 districts and 2 municipalities. The analysis focused on MSMEs that have used ecommerce as a platform for selling their products. The sample size for this study was 400 respondents. The sampling technique employed was nonprobability sampling. The data analysis method employed is a quantitative approach utilizing the Structural Equation Model (SEM) model. The findings of this study indicate that perceived usefulness, perceived ease of use, and social perception do not influence the interest of MSMEs in transacting in e-commerce. Conversely, perceived trust, perceived enjoyment, and perceived profits were found to have a positive and significant effect on MSME interest in transacting in ecommerce.