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Nationally Accredited based on the Decree of the Minister of Research,
Technology and Higher Education, Number 36a/E/KPT/2016
Faculty of Teacher Training and Education, Universitas Sebelas Maret, Surakarta, Indonesia
1
Abstrak
Tujuan dari penelitian ini adalah mengkaji faktor-faktor yang menjadikan masyarakat
lebih memilih berbelanja online, karakteristik online media yang disukai masyarakat
dan kendala-kendala yang dihadapi UMKM dalam menghadapi persaingan usaha. E-
commerce merupakan satu set dinamis teknologi, aplikasi, dan proses bisnis yang meng-
hubungkan perusahaan, konsumen, dan komunitas tertentu melalui transaksi elektronik.
Perdagangan barang, pelayanan dan informasi dilakukan secara elektronik. Pengemban-
gan sistem E-commerce untuk UMKM bertujuan merubah budaya UMKM yang masih
mengandalkan pembelian konvensional menjadi online shop, meningkatkan penjualan
UMKM dalam rangka mempromosikan, memasarkan, dan menjual produk kepada peng-
guna internet tanpa dibatasi ruang dan waktu. Penelitian ini mengambil subjek pelaku
UMKM dan masyarakat di kelurahan Jebres kota Surakarta. Penelitian ini merupakan
penelitian kualitatif. Subyek dipilih secara purposive sampling. Pengumpulan data dilaku-
kan melalui teknik wawancara terstruktur, kuesioner, observasi, dan analisis isi dokumen/
arsip. Data dianalisis melalui tahapan reduksi, klasifikasi, sajian data dan verifikasi.
How to Cite: Prameswari, N. S., Suharto, M & Afatara, N. 2017. Developing E-Commerce for Micro Small Medium Enterprise
(MSME) to Cope with Cultural Transformation of Online Shopping. Jurnal Dinamika Manajemen. 8 (2): 188-198.
Correspondence Address ISSN
Jalan Ir. Sutami, No. 36A, Universitas Sebelas Maret, Surakarta 2086-0668 (print) 2337-5434 (online)
E-mail: nadiasigi87@gmail.com DOI: 10.15294/jdm.v8i2.12759
Nadia Sigi Prameswari, et al. / Developing E-Commerce for Msme in..
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Jurnal Dinamika Manajemen, Vol. 8, No. 2, 2017, 188-198
many things easily from all parts of the world employment opportunities from MSME. The
(Dinu & Dinu, 2014). Improving profitability, research object is MSME because it is the eco-
winning market segment, improving customer nomic support especially when economical cri-
service and providing products more quickly sis 1998, so that Indonesia economic status can
are some of the advantages of organizational be risen up to the higher level. At that time, only
performance which perhaps come true with MSME can survive in economical crisis (Wa-
electronic commerce (Watson et al., 2008). hyuningsih, 2009; Riani, 2011; Hillery, 2012;
Kim and Peterson (2017) explains that the fu- Mujiyana et al., 2012; Sudaryanto & Wijayanti,
ture of business-to-consumer E-commerce will 2013; Tedjasuksmana, 2014; Hafni & Rozali,
weaken without online trust. E-commerce imp- 2015; Suci, 2017).
roves competitiveness of companies selling and Data from Ministry of Cooperatives and
purchasing online and as the result, when crisis Small and Medium Enterprises in 2013 explain
happens, these companies will probably survive that the MSME contribution toward creation
better when facing the negative impacts of the of national foreign exchange through non oil
crisis (Savrul & Kılıç, 2011). and gas exports experience the improvement
Previous studies have recorded that E- amount about Rp50.35 trillion or 30.09% that
commerce contributes significantly to central is about Rp189.46 trillion or 18.17% from the
and regional economic growth. After the rapid total export value of national non oil and gas ex-
growth of E-commerce in business world, brand ports. Data explain that the owners of MSME in
and branding become more important compo- Indonesia employ about 100,096,270 employee
nents of Indian and Malaysian economy ( Ja- or 93.04% from the total employment (Kemen-
hanshahi & Zhang, 2013). Culture has indeed terian Koperasi dan UMKM, 2017).
special effects on mobile commerce adoption, This research is very important to know
which explains the difference of today’s deve- about the cultural transformation of MSME that
lopment and shows evolutionary direction in still rely on conventional shopping method be-
the future (Zhang et al., 2012). E-commerce come online shopping and expected to improve
has changed significantly the ways of companies the sales.
running business in Hong Kong (Gunasekaran
& Ngai, 2005). The UK has successfully develo- METHOD
ped such services from E-commerce (Daniel &
Wilson, 2002). The type of this research is explanatory
Indonesia is one of countries with an ex- research. Subject and location of this research
plosion of internet users. Internet users in 1998 participants are Micro, Small and Medium En-
were only 500 thousand people, but the number terprise (MSME) players and societies in Jebres
increased dramatically in the early 21st century Village, Surakarta. Data of this study can be col-
reaching around 61 million users (Karimuddin, lected at a certain time at once or at multiphase
2012). The increasing numbers of internet users depending on the characteristics of the prob-
place Indonesia at the fourth position of count- lems which are going to be responded. This stu-
ry with the most internet users in the world. The dy applies qualitative method.
use of E-commerce in Indonesia has influenced Data in this research were collected by
some factors among others are the benefits re- conducting structured interview and getting to
ceived, technology readiness, owner’s innovati- MSME and societies in Jebres Village, particu-
on, owner’s experience with IT and owner’s ca- larly in the area of Universitas Sebelas Maret
pabilities using IT (Rahayu & Day, 2015). campus, directly. The researchers carried out
MSME in Indonesia has important role in the structured interviews to 240 respondents,
the national economic development. It can be comprising 120 MSME respondents and 120
tracked from the amount of employment and societies in Jebres, Surakarta. Data of the struc-
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Nadia Sigi Prameswari, et al. / Developing E-Commerce for Msme in..
tured questions were gathered within a month. Most of them are female (83 people). The majo-
Every respondent required 25 minutes on ave- rity of respondents are in the age of 20-29 with
rage to complete all questions. Data were gat- educational background of Senior High School.
hered using various techniques: (1) structured
interview, (2) questionnaire, (3) observation Table 1. Profile of Societies Respondents
and (4) content or document analysis/ archi-
ve analysis. They were later analyzed with some Gender Number of Respondent
stages, namely data reduction, categorization,
Male 37
data presentation and verification.
Female 83
RESULT AND DISCUSSION Total 120
Age (years old) Number of Respondent
General Description of Respondents
10-19 29
Respondents in this research are societies
and MSME in Jebres village, Surakarta. The data 20-29 87
in this research are collected by using question- 30-39 4
naire and interview. The aims of interview are to Total 120
strengthen the questionnaire data validity and Education Number of Respondent
digging further Information. Primary -
Questionnaires were distributed using
Secondary 1
people-assisted-method, in which respondents
were assisted when filling out the questionnaires Senior High School 87
and conducting structured interviews, so that all Diploma 3
questionnaires were responded and returned. A Bachelor 28
total of 240 structured interviews were success- Other -
fully carried out since the researchers directly Total 120
got into the respondents.
In reference to the results of interviews
Interviews with Societies Respondents (Tabel 2), it follows that 98.3% of MSMEs and
There are 120 societies in Jebres that be- societies in Jebres village of Surakarta got to
come respondents in this research (Table 1). know online shops. 80% Societies in Jebres villa-
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Jurnal Dinamika Manajemen, Vol. 8, No. 2, 2017, 188-198
Indicators Percentage
Respondents are satisfied about online shopping. 105 87.5%
Respondents make online purchases less than 5 times a month. 89 74.2%
Respondents have spent less than IDR 500,000 in a month to make 82 68.3%
online purchases.
Online shopping does not influence the change in consumption 83 69.2%
lifestyle.
Respondents perceive no changes in consumtion patterns due to 77 64.2%
online shopping.
ge started to do online shopping. Most of them Data of interview results (Table 4) reveal
chose online shops due to easy, practicable and that before getting to know online shops, 86.6%
time-efficient transaction process. The results of of the respondents fulfilled their consumption
interviews indicate that they got to know onli- needs by making purchase in the nearest store.
ne shops from friends and relatives. The res- After globalization, online shops are widely ac-
pondents said that they had got to know online cessed and respondents feel happy to do online
shops for more than 1 year. A medium used by shopping. The respondents also disseminate
76.7% of the respondents to gain access to in- information on online shops and suggest to the
ternet for online transaction is a mobile phone. closest persons or friends. This way, the respon-
However, many respondents decide not to make dents can exchange information on online shops.
online transactions due to their lack of trust in Table 5 shows the statements of respon-
the products to be delivered. dents. In reference to the results of interviews,
After experiencing online transactions, respondents are interested in online shopping
87.5% of the respondents claimed to feel satis- with regards to quick service and efficiency. In
fied (Table 3). It can be concluded from the re- addition, they think that online shopping gives
sults of the interviews and questionnaires that more benefits, including practicable and time-
74.2% respondents make online purchase less efficient easy shopping and many choices of-
than 5 times a month. They also spend less than fered when it comes to products or goods.
IDR 500,000 a month to shop online. However, The results of the interviews in Figure 1
they believe that online shopping does not in- show that most respondents do not use per-
fluence the change in their consumption lifesty- sonal websites since they do not provide reli-
le as well as in their consumption patterns. able information. Similarly, they do not make
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Statement Respondents
Things which make Easier shopping. Respondent 1.29 a university student; 23 years old
online shopping in- One of a kind and affordable products. Respondent 1.7 a jobseeker; 25 years old.
teresting. Up to date and more interesting products. Respondent 1.20 a university stu-
dent; 19 years old.
The benefits of on- Time efficient since there is no need to go out. Respondent 1.92 a university
line shopping student; 19 years old.
More variants to choose and no mobility required. Respondent 1.20 a univer-
sity student; 19 years old.
Easy. Respondent 1.52 an employee; 29 years old.
The drawbacks of Complicated. Respondent 1.37 a teacher; 28 years old.
online shopping Less satisfied. Respondent 1.78 an entrepreneur; 24 years old.
Sometimes get nothing like we expected to get. Respondent 1.1101 a univer-
sity student; 18 years old.
use of blog as online transaction medium due E-commerce is one medium to ease inter-
to respondents’ lack of trust in online transac- active communication between an entrepreneur
tion service and personal vulnerability to such and such parties as consumers, distributors,
crimes as frauds. Social media, such as facebook, suppliers and other related parties. It is useful
instagram, twitter, etc, are widely used by the in connecting information and communica-
respondents due to easy-to-access information tion from producers to consumers wherever
and sellers’ fast responses. they are, even at whatever distance. In addition,
A number of benefits of using E-com- it is a potential medium to find new customers
merce gained by MSMEs present as strong push and to build a product brand image (Alam &
factors to continuously use E-commerce for Noor, 2009; Mohammad & Ismail, 2009; Mer-
developing products, making communication ril et al., 2011). Moreover, the development in
with consumers, distributors and suppliers, as technologies enables internet to be accessed by
well as expanding market networks. This fact is whoever wherever they are. The use of informa-
in line with a previous research denoting that tion technology and social media, therefore, is
perception on the benefits of the use of informa- helpful for SMEs to continuously develop their
tion technology is one of push factors for SMEs products and to make business decision (Miller
to make use of media of information technology & Lammas, 2009). The present research indi-
(Alam & Noor, 2009). cates that the benefits of social media gained by
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The results of the interviews reveal that re of benefits of using E-commerce (Table 8).
5% of MSMEs in Jebres Village uses personal However, MSMEs have been unable to use E-
websites, 4% uses blogs, 36% uses social media commerce well despite awareness of potentials
and 6% uses another party’s websites (Table 7). yielded by E-commerce. They, however, can still
Fewer respondents, particularly those in area of develop their business and compete in global
UNS, make use of websites due to their insuffi- market using E-commerce.
cient knowledge to operate website and inade-
quate capital to market their products through The Development of E-commerce of Pasarma-
internet networks. ret.com
The results of the interviews reveal that Context Diagram
36% of MSMEs around areas of UNS got to Context diagram refers to a modeling dia-
know E-commerce, 38% make use of E-com- gram which illustrates system in a wholeness
merce for online transaction and 33% are awa- and relatedness with external entities (Yourdon
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