PERAN MARKETPLACE DALAM MEMPERCEPAT PERTUMBUHAN EKONOMI DIGITAL DI INDONESIA; PENDEKATAN STRUCTURAL EQUATION MODELING
Keywords:
Marketplace, Ekonomi Digital, UMKM, SEM, Transformasi Digital
Abstract
Perkembangan ekonomi digital di Indonesia semakin pesat seiring meningkatnya penggunaan marketplace sebagai sarana utama aktivitas perdagangan daring. Penelitian ini bertujuan untuk menganalisis peran marketplace dalam mempercepat pertumbuhan ekonomi digital di Indonesia dengan menggunakan pendekatan Structural Equation Modeling (SEM). Data diperoleh melalui survei terhadap 300 pelaku usaha mikro, kecil, dan menengah (UMKM) yang memanfaatkan platform marketplace seperti Shopee, Tokopedia, dan Lazada. Hasil penelitian menunjukkan bahwa tingkat adopsi marketplace, literasi digital, dan dukungan infrastruktur teknologi memiliki pengaruh signifikan terhadap pertumbuhan ekonomi digital. Selain itu, faktor kepercayaan konsumen menjadi variabel mediasi yang memperkuat hubungan antara penggunaan marketplace dan peningkatan kinerja ekonomi digital. Temuan ini menegaskan bahwa penguatan ekosistem marketplace dapat menjadi strategi efektif dalam mempercepat transformasi ekonomi Indonesia menuju era digital yang inklusif dan berkelanjutan.
References
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[2] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
[3] Faisal, M. G., Asfo, N. S., Wibowo, N., Hamdallah, F. K., & Andika, M. (2025). The Effect of Digital Infrastructure Development on Regional Economic Growth in Indonesia. Jurnal Informasi dan Teknologi, 7(2).
[4] Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
[5] Hermawan, H., Sadali, A., Rahmawati, F., & Andrean, R. (2024). The Role of E-Commerce in Equitable Digital Economy in Indonesia. Reinforce: Journal of Sharia Management, 3(2).
[6] Larasati, D. N., Bustaman, U., & Pramana, S. (2022). Online marketplace data to figure COVID-19 impact on micro and small retailers in Indonesia. Indonesian Journal of Statistics and Its Applications, 5(2), 333–342.
[7] Prabowo, D. A., Tariazela, C., & Birgithri, A. (2024). An Examination of the Impact of Using Marketplaces to Promote the Growth of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Startupreneur Business Digital (SABDA Journal), 3(1).
[8] Putri, N. L. I., Fitria, N., & Istichomah, I. (2025). Digital Economy: Technology Acceptance Model Supports Indonesia’s Sustainable Economy (Continuance Intention in Generation Z Based on Customer Experience Using Shopee). Wiga: Jurnal Penelitian Ilmu Ekonomi, 15(1), 100–113.
[9] Suryani, N. (2024). How the Digital Economy Is Impacting the Indonesian MSMEs: Case of Tangsel and Lombok City. Inovasi, 11(1), 251–264.
[10] Wijanarka, T., & Purnama Sari, N. K. D. A. (2022). The Role of SMEs in Indonesian E-Commerce to the Indonesian Economy during the Covid-19 Pandemic. Journal of World Trade Studies, 6(2).
[11] Byrne, B. M. (2016). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming (3rd ed.). Routledge.
[12] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
[13] Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
[14] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Pearson Education.
[15] Hermawan, H., Sadali, A., Rahmawati, F., & Andrean, R. (2024). The Role of E-Commerce in Equitable Digital Economy in Indonesia. Reinforce: Journal of Sharia Management, 3(2).
[16] APJII. (2024). Laporan Penetrasi dan Perilaku Internet Indonesia Tahun 2024.
[17] Byrne, B. M. (2016). Structural Equation Modeling with AMOS. Routledge.
[18] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
[19] Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
[20] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Pearson.
[21] Kementerian Koperasi dan UKM. (2024). Laporan Perkembangan UMKM Digital Indonesia.
[22] Kominfo. (2023). Digital Economy Roadmap Indonesia 2030.
[23] Li, H., Fang, Y., & Lim, K. H. (2020). Digital platform adoption and economic growth. Journal of Business Research, 118, 87–99.
[24] Ng, W. (2012). Can we teach digital natives digital literacy? Computers & Education, 59(3), 1065–1078.
[25] Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.
[26] Rahmawati, F., & Hermawan, H. (2023). Marketplace adoption and digital inclusion in Indonesian SMEs. Asian Journal of Economics and Business, 6(2), 55–70.
[27] Setiawan, A., & Pratama, B. (2022). Digital literacy and e-commerce participation in Indonesia. Indonesian Journal of Business and Economics, 14(1), 1–12.
[28] World Bank. (2023). Digital Transformation for Inclusive Growth in ASEAN.
[29] Zhu, K., & Kraemer, K. (2005). Post-adoption variations in usage and value of e-business by organizations: Cross-country evidence from the retail industry. Information Systems Research, 16(1), 61–84.
Published
2025-12-31
How to Cite
Yuliandari, R. and Kurniati, M. (2025) “PERAN MARKETPLACE DALAM MEMPERCEPAT PERTUMBUHAN EKONOMI DIGITAL DI INDONESIA; PENDEKATAN STRUCTURAL EQUATION MODELING”, Jurnal Ilmiah Hospitality, 14(2), pp. 773-784. doi: 10.47492/jih.v14i2.4017.
Section
Articles
