SMES’ E-COMMERCE ADOPTION TOWARDS CONSUMER EXPERIENCE

Nuryanti Taufik, Faizal Haris Eko Prabowo, Allicia Deana Santosa, Andina Eka Mandasari

Abstract


This study aims to determine how the effect of e-commerce adoption on SMEs towards consumer experience in shopping online and its impact on repurchases. This research is a quantitative study with a survey method. The analytical tool used is Structural Equation Modeling. The sample size in this study is 205 respondents who have made transactions on the fashion SME e-commerce websites. The results showed that the better the adoption of e-commerce carried out by SMEs fashion, the better it is in providing a good experience for consumers, which ultimately made consumers repurchase on the website. This study provides new measurements of consumer responses in the form of experience after using SME e-commerce websites.


Keywords


e-commerce adoption, SME, consumer experience, repurchase intention

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DOI: http://dx.doi.org/10.24198/jbm.v21i2.373

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.