Model intensi merchant e-marketplace dalam pengajuan online kredit mikro

Karambut,, Fermico (2019) Model intensi merchant e-marketplace dalam pengajuan online kredit mikro. Doctoral thesis, Institut Pertanian Bogor.

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Abstract

The contribution of the micro, small and medium enterprises (MSMEs) sector to gross domestic product increased from 57.84% to 60.34% in the last five years. (Ministry of Economic Affairs 2018). Based on the contributions given, the MSMEs in the trade sector contributed the most to GDP compared to other sectors, but in the development of their business, MSMEs in the trading sector often faced several obstacles, especially capital problems. This study aimed to see the factors of merchant demographics and online business characteristics and saw its relationship with intention applying micro credit. This research applied the intention theory of the combination of Theory Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) developed by the marketing mix variable. The sampling method in this study used non probability sampling with purposive sampling technique, toward members of the Indonesian Online Business Association (APOI) who could be contacted and were willing to be interviewed online. The criteria of respondents in this research were registered as merchants or have been doing business online at e-marketplace sites for at least 6 months. The samples collected were 235 respondents or 51.53% of 456 APOI members who were successfully interviewed online. Online interview activities were held in July 2017 to October 2018. The analytical methods in this research used cross tabulation analysis and Structural Equation Model (SEM) analysis. Cross tabulation analysis to test the association relationship between demographics and online business characters with the intention of submitting microcredit, while SEM analysis to examine the causal relationship of latent variables to construct of the intention based on Confirmatory Factor Analysis (CFA). This study further provided novelty in the application of research findings in the field by developing an online credit submission system based on research findings and Focus Group Discussion (FGD) with experts / management of financial institutions. The results of the descriptive analysis of the demographics of merchant respondents in this study were: the majority of those under the age of 36 years, male sex, had a bachelor degree, married status, Javanese ethnic and Muslim. The characteristics of merchants were the majority of respondents had run the business for more than 2 years, but did not consider online business as the main income and stated that they still relied on salaries as employees as a source of income. The respondent groups were dominated by distributors / resellers, had online transactions > 30 times per month with the value per transaction of 100 thousand - 1 million rupiah. The value of expenditure or business capital needs is a majority of under Rp 50 million per month. The results of cross tabulation analysis of seven demographic factors indicated that only other sources of income outside of online business had significant relationship with merchant intentions. Whereas the results of cross tabulation analysis of the seven factors of online business characteristics showed that length of business online, credit submission experience and value of working capital requirements were had significant relationship to merchant intentions in online submission of micro credit. The results of the Structural Equation Model (SEM) analysis showed that the intention to apply for credit is influenced by attitudes toward behaviour as internal factors and subjective norms and marketing mix as external factors. Ease of use perceived in credit applications was more effective than usefulness perceived and marketing mix perception in forming positive behaviour attitudes. Marketing mix communication through online business associations and e-marketplaces would form positive subjective norms. Besides attitudes and subjective norm, the marketing mix that emphasizes a fast credit process and credit products that meet the needs of merchants would increase the intention of submitting microcredit. Understanding the intentions of merchants with the marketing mix approach would be useful for marketing strategies in developing products that were proper for the needs of the target market. The role of e-marketplace in the current micro credit online submission scheme was just limited as a promotion media of financial institutions and as an alternative media for online credit submission. E-marketplaces should be involved in the application selection process based on established criteria so that the credit application distributed to financial institutions can be monitored, proceed faster and have a greater chance of being approved. Outside parties who also play a role in this research related to subjective norms was online seller associations because their role is quite important when introducing online businesses to MSMEs. The association should continue its role in assisting merchants to be motivated to develop an online business by applying for micro credit. For this role, the association should be involved as a merchant representative by financial institutions, e-marketplaces or the government in order to channel KUR through e-commerce media. Research using data from online seller association namely APOI (Asosiasi Pebisnis Indonesian Online Indonesia) members is an initial research to get a general overview of merchant e-marketplace. Further research involving the e-marketplace that has a merchant database could provide merchant intentions that are more specific to the type of business, types of products sold and business scale. Further research using the Unified Theory of Acceptance and Use of Technology (UTAUT) model can provide an overview of the actual behaviour of merchants (actual behaviour) in applying for online credit through e-marketplace.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: Bauran pemasaran, C-TAM-TPB, e-marketplace, kredit mikro, merchant, Teory Accpetance Model, Theory of Planned Behavior, Structural Equation Model, SEM. C-TAM-TPB, e-marketplace, marketing mix, micro-credit, merchants.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 10 Dec 2019 04:31
Last Modified: 10 Dec 2019 04:31
URI: http://repository.sb.ipb.ac.id/id/eprint/3444

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