Mediasi Intensi Perilaku dalam Adopsi Platform Digital: Perspektif Gender pada Pengusaha UMKM Perempuan di Jakarta

Indra Setiawan Purba, Dona Fitria, Burhanudin Burhanudin, Ary Fiyanto Fiyanto, Prasetio Ariwibowo, Syahrudi Syahrudi

Abstract


Penelitian ini mengeksplorasi faktor-faktor psikologis yang mempengaruhi adopsi platform digital di kalangan pengusaha UMKM, khususnya perempuan di Jakarta. Menggunakan Technology Acceptance Model (TAM) yang diadaptasi, penelitian ini menganalisis peran intensi perilaku sebagai mediator dalam menerjemahkan persepsi teknologi menjadi perilaku adopsi nyata. Dengan menggunakan pendekatan penelitian kuantitatif, kami mengumpulkan data dari 50 responden pengusaha UMKM perempuan dan melakukan analisis jalur struktural. Hasil penelitian menunjukkan bahwa intensi perilaku memiliki pengaruh yang sangat signifikan terhadap adopsi platform digital dengan koefisien jalur sebesar 0,610 (p < 0,001), bertindak sebagai jembatan kritis antara persepsi pengguna dan tindakan adopsi nyata. Persepsi kegunaan platform digital memiliki pengaruh yang sangat kuat terhadap sikap terhadap penggunaan platform dengan koefisien jalur sebesar 0,811 (p < 0,001), mengindikasikan bahwa pengusaha perempuan lebih responsif terhadap demonstrasi nilai bisnis yang konkret dan terukur dibandingkan kemudahan penggunaan semata. Temuan penting lainnya menunjukkan bahwa beberapa jalur pengaruh tidak signifikan, termasuk persepsi kegunaan terhadap intensi perilaku secara langsung, persepsi kemudahan penggunaan terhadap intensi perilaku dan sikap, serta sikap terhadap intensi perilaku. Ketidaksignifikanan jalur-jalur ini mengungkapkan kompleksitas pengambilan keputusan adopsi teknologi di kalangan pengusaha UMKM, di mana faktor-faktor non-teknis seperti kebutuhan bisnis, target pasar, dan pengaruh sosial memainkan peran yang lebih determinatif dibandingkan konstruk-konstruk TAM tradisional. Penelitian ini memberikan implikasi praktis signifikan bagi pengembang platform digital, institusi pendidikan, pemerintah, lembaga keuangan mikro, organisasi pengusaha perempuan, dan perusahaan korporat yang bermitra dengan UMKM. Dengan pemahaman mendalam tentang mekanisme adopsi platform digital yang sensitif terhadap konteks gender, para stakeholder dapat mengembangkan strategi intervensi yang lebih targeted dan efektif untuk meningkatkan adopsi teknologi digital di kalangan pengusaha UMKM perempuan. Penelitian ini berkontribusi pada literatur tentang technology adoption dan digital transformation dengan menekankan pentingnya contextualization dari teori-teori adoption teknologi untuk populasi spesifik seperti pengusaha UMKM Indonesia.
Kata kunci: Adopsi Platform Digital; Intensi Perilaku; Persepsi Kegunaan; Pengusaha Perempuan UMKM; Technology Acceptance Model (TAM).

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References


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DOI: https://doi.org/10.30998/dinamika.v3i1.9252

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