ABSTRACT
Micro, Small, and Medium Enterprises (MSMEs) play a very important role in the national economy, as well as in the Go Digital 2024 program launched by the government. The COVID-19 pandemic poses a big challenge for MSMEs to digitize immediately, in addition to the expection in the future from digitizing MSMEs. While the government is intensively socializing MSMEs for digitization, MSME actors in the food sector in Garut Regency still feel that they do not have sufficient knowledge and have difficulty understanding the benefits of using e-commerce. This study bridges by integrating the two models to determine the factors that influence MSMEs to adopt e-commerce. To examine the factors that influence the adoption of e-commerce, the study was conducted by collecting data from MSMEs in the food sector in Garut Regency using an online survey. The sample size is 130 MSME respondents who have adopted e-commerce. The data collected was analyzed using structural equation modeling (SEM) and analyzed by LISREL. The results of this study how each variable influence each other and what factors can influence e-commerce adoption. This study is also expected to provide tangible benefits for both theoretical and practical e-commerce adoption.
