Developing E-Commerce for Micro Small Medium Enterprise (MSME) to Cope with Cultural Transformation of Online Shopping

Nadia Sigi Prameswari, Mohamad Suharto, Narsen Afatara


This study aims to examine factors contributing to societies’ tendencies to choose online shopping, the characteristics of e-commerce needed by societies and obstacles faced by MSME in handling business competition. E-commerce is a set of dynamic technology, application and business process which connects certain companies, consumers and communities through electronic transaction. Trade of goods, services and information is performed electronically. The development of E-commerce system for MSME aims to change its culture which still relies on conventional purchasing into online shopping, improve MSME’s sales in order to promote, market and sell products to internet users through website without any space and time limits. The research subjects are people involving in MSME and communities of Jebres village, Surakarta. This study applies qualitative paradigm. The research subjects were taken using purposive sampling techniques. Data were collected using various techniques: structured interview, questionnaire, observation and content analysis or archive analysis. Data were later analyzed using four stages, namely data reduction, classification, data presentation and verification.


E-Commerce; MSME; Cultural Transformation; Online Shopping.

Full Text:



Alam, S. S & Noor, M. K. M. 2009. ICT Adoption in Small and Medium Enterprises: an Empirical Evidence of Service Sectore in Malaysia. International Journal of Business and Management. 4 (2): 112-125.

Daniel, E & Wilson, H. 2002. Adoption Intention and Benefits Realised: a Study of E-Commerce in UK SMEs. Journal of Small Business and Enterprise Development. 9 (4): 331-348.

Dinu, G & Dinu, L. 2014. Using Internet as a Commercial Tool: a Case Study of E-Commerce in Resita. Procedia Engineering. 69: 469-476.

Farida, N., Naryoso, A & Yuniawan, A. 2017. Model of Relationship Marketing and E-Commerce in Improving Marketing Performance of Batik SMEs. Jurnal Dinamika Manajemen. 8 (1): 20-29

Ghobakhloo, M., Sabouri, M. S., Hong, T. S & Zulkifli, N. 2011. Information Technology Adoption in Small and Medium-Sized Enterprises; an Appraisal of Two Literature. Interdisciplinary Journal of Research in Business. 1 (7): 53-80.

Gunasekaran, A & Ngai E. W. T. 2005. E- commerce in Hong Kong: an Empirical Perspective and Analysis. Internet Research. 15 (2): 141-159.

Gupta, A. 2014. E-Commerce: Role of E-Commerce in Today’s Business. International Journal of Computing and Corporate Research. 4 (1).

Hafni, R & Rozali, A. 2015. Analisis Usaha Mikro, Kecil dan Menengah (UMKM) Terhadap Penyerapan Tenaga Kerja Di Indonesia. Ekonomikawan: Jurnal Ilmu Ekonomi dan Studi Pembangunan. 15 (2): 77-96.

Hillery, D. 2012. Penerapan Teknologi Informasi dan Komunikasi (TIK) pada UMKM dengan Menggunakan Technology Acceptance Model (TAM) (Studi Kasus Di Depok dan Qingdao). Procedeengs. Presented at Seminar Ilmiah Nasional Komputer dan Sistem Intelijen (KOMMIT 2012), September, 7 2012, Universitas Gunadarma-Depok, 18-19 September 2012.

Jahanshahi, A. A., Zhang, S. X & Brem, A. 2013. E-Commerce for SMEs: Empirical Insights from Three Countries. Journal of Small Business and Enterprise Development. 20 (4): 849-865.

Kabanda, S & Brown, I. 2017. A Structuration Analysis of Small and Medium Enterprise (SME) Adoption of E-Commerce: the Case of Tanzania. Telematics and Informatics. 34 (4): 118-132

Karagozoglu, N & Lindell, M. 2004. Electronic Commerce Strategy, Operations and Performance in Small Medium-Sized Enterprises. Journal of Small Business and Enterprice Development. 11 (3): 290-301.

Karimuddin, A. 2012. R. E. MarkPlus Insight: Jum-lah pengguna internet di Indonesia capai 61 juta orang. Available at: May 26, 2017.

Kementerian Koperasi dan UMKM. 2017. Data UMKM dan Usaha Besar 2012-2013. Available at: May 12, 2017.

Khan, A. G. 2016. Electronic Commerce: a Study on Benefits and Challenges in An Emerging Economy. Global Journal of Management and Business Research. 16 (1): 18-22.

Kim, Y & Peterson, A. R. 2017. A Meta-Analysis of Online Trust Relationship in E-Commerce. Journal of Interactive Marketing. 38: 44-54

Kumar, S & Petersen, P. 2006. Impact of E-Commerce in Lowering Operational Cost and Raising Customer Satisfaction. Journal of Manufacturing Technology Management. 17 (3): 283-302.

Kurnia, S., Choudrie, J., Mahbubur, R. M & Alzagooul, B. 2015. E-Commerce Technology Adoption: a Malaysian Grocery SME Retail Sector Study. Journal of Business Research. 68 (9): 1906-1918.

Kuzic, J., Fisher, J & Scollary, A. 2002. Electronic Commerce Benefits, Challenges and Succes Factors in the Australian Banking and Finance Industry. ECIS Proceedings. Presented at European Conference on Information System (ECIS), Gdansk, Poland, June 6-8, 2002.

Lichtenthal, J. D & Eliaz, S. 2003. Internet integration in Business Marketing Tactics. Industrial Marketing Management. 32 (1): 3-13.

Love, P. E. D & Irani, Z. 2004. An Exploratory Study of Infomation Technology Evaluation and Benefit Management Practices of SMEs in the Construction Industry. Infomation & Mangement. 42 (1): 227-242.

Merril, T., Latham, K., Santalesa, R & Navetta, D. 2011. Social Media: the Business Benefit may be Enermous, but can the Risks-Reputation, Legal, Operational be Mitigated?. Information Law Group. April: 1-12.

Miller, R & Lammas, N. 2009. Social Media and its Implication for Viral Marketing. Asia Pacific Public Relation Journal. 11: 1-9.

Moertini, S. V. 2012. Small Medium Enterprises: On Utilizing Business-to-Business E-Commerce to Go Global. Procedia Economics and Finance. 4: 13-22.

Mohammad, R & Ismail, N. A. 2009. Electronic Commerce Adoption in SME: the Trend of Prior Studies. Journal of Internet Banking and Commerce. 14 (2): 1-16.

Mujiyana, M., Sularto, L & Mukhyi, M. A. 2012. Pengaruh Penerapan Periklanan di Internet dan Pemasaran Melalui E-Mail Produk UMKM di Wilayah Depok. J@TI Undip: Jurnal Teknik Industri. 7 (3): 161-168.

Neti, S. 2011. Social Media and its role in Marketing. International Journal of Enterprise Computing and Business Systems. 1(2): 1-15.

Ng, C. S. P. 2013. Intention to Purchase on Social Commerce Websites Across Cultures: A Cross-Regional Study. Information & Management. 50 (8): 609-620.

Perea y Monsuwé, T., Dellaert, B. G & De Ruyter, K. 2004. What Drives Consumers to Shop online? a Literature Review. International Journal of Service Industry Management. 15 (1): 102-121.

Rahayu, R & Day, J. 2015. Determinanat Factors of E-Commerce Adoption by SMEs in Developing Country: Evidence from Indonesia. Procedia-social and Behavioral Sciences. 195: 142-150.

Ramanathan. R., Ramanathan, U & Hsiao, H. L. 2012. The Impact of E-Commerce on Thaiwanese SMEs: Marketing and Operations Efeect. International Journal of Production Economics. 140 (2): 934-943.

Riani, N. Z. 2011. Identifikasi Permasalahan dan Kerangka Pengembangan Kluster UMKM Sandang di Bukittinggi Sumatera Barat. Jurnal TINGKAP. 7 (1): 51-64.

Savrul, M., Incekara, A & Sener, S. 2014. The Potential of E-Commerce for SMEs in a Globalizing Business Environment. Procedia-Social and Behavioral Sciences. 150: 35-45.

Savrul, M & Kılıç, C. 2011. E-Commerce As an Alternative Strategy in Recovery from the Recession. Procedia Social and Behavioral Sciences. 24: 247-259.

Sharma, G & Lijuan, W. 2014. Ethical Perspectives on E-Commerce: an Empirical Investigation. Internet Resesarch. 24 (4): 414-435.

Suci, Y. R. 2017. Perkembangan UMKM (Usaha Mikro Kecil Dan Menengah) di Indonesia. Jurnal Ilmiah Cano Ekonomos. 6 (1): 51-58.

Sudaryanto, R & Wijayanti, R. R. 2013. Strategi Pemberdayaan UMKM Menghadapi Pasar Bebas ASEAN. Pusat Kebijakan Ekonomi Makro. Badan Kebijakan Fiskal. Kementerian Keuangan, Jakarta.

Tedjasuksmana, B. 2014. Potret UMKM Indonesia Menghadapi Masyarakat Ekonomi ASEAN 2015. Presented at the 7th NCFB and Doctoral Colloquium 2014 towards a New Indonesia Business Architecture, Faculty of Business and Postgraduate UKWMS.

Ueangkomsate, P. 2015. Adoption E-Commerce for Export Market of Small ad Medium Enterprise in Thailand. Procedia-social and Behavioral Sciences. 207: 111-120.

Wahyuningsih, S. 2009. Peranan UKM dalam Perekonomian Indonesia. Jurnal MEDIAGRO. 5 (1): 1-14.

Watson, R. T., Berthon, P & Pitt, L. F. 2008. Electronic Commerce: the Strategic Perspective. Zurich: Jacobs Foundation.

Yourdon, E & Larry, C. 1975. Structured Design. New York: Yourdon Press.

Zhang, D,. Zhu, P & Ye, Y. 2015. The Effects of E-Commerce on the Demand for Commercial Real Estate. Cities. 51: 106-120

Zhang, L,. Zhu, J & Liu, Q. 2012. A Meta-Analysis of Mobile Commerce Adoption the Moderating Culture. Computers in Human Behavior. 28(5): 1902-1911.

View Counter: Abstract - 4186 and PDF - 2553


  • There are currently no refbacks.