Analysis of Technology Acceptance Model, Digital Marketing, Qris Payment, and Theory Planned Behavior as Intervening Variables in MSME Sales Growth in Pasar Besar Klojen, Malang Regency
Analisis Technology Acceptance Model, Digital Marketing, Qris Payment, dan Theory Planned Behavior Sebagai Variabel Intervening Pada Sales Growth UMKM Pasar Besar Klojen Kab. Malang
DOI:
https://doi.org/10.21070/ups.9873Keywords:
Technology_Acceptance_Model, Digital_Marketing, QRIS_Payment, Theory of Planned Behavior, Sales Growth, MSMEsAbstract
This study examines the effects of the Technology Acceptance Model (TAM), Digital Marketing, and QRIS Payment on the sales growth of Micro, Small, and Medium Enterprises (MSMEs) in Klojen Big Market, Malang City. A quantitative research approach was employed, with data collected through questionnaires distributed to 152 MSME actors. The data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique with SmartPLS 3 software. The results indicate that TAM, Digital Marketing, and QRIS Payment each have a positive and significant impact on MSME sales growth. Furthermore, the Theory of Planned Behavior (TPB) is proven to mediate the relationship between these independent variables and sales growth, while Consumer Attitude acts as a moderating variable that strengthens the influence. These findings suggest that MSME sales performance in the digital era is influenced not only by technological adoption, but also by behavioral intentions and attitudes of both business actors and consumers.
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