Analisis Implementasi Adopsi E-Commerce Berdasarkan Model of Internet Commerce Adoption (MICA) dan Theory of Planned Behavior (TPB)

Abstract

This study aims to determine the level of e-commerce adoption based on the Model of Internet Commerce Adoption
(MICA) and the implementation of e-commerce adoption based on Theory Planned Behavior (TPB). The research
method used is qualitative analysis. Based on the results of the study, it was concluded that the level of e-commerce
adoption carried out by the Sukahijab Micro, Small and Medium Enterprises (MSMEs) had fulfilled the third stage
and reached the third stage of completing the features at each stage not completing everything. Referring to the
Theory Planned Behavior (TPB) it turns out that not all of them are the same as what was stated by Azjen. There
is one different factor, namely the Subjective Norm. Where in the Sukahijab UMKM itself, subjective norms have
no effect, where the surrounding environment has no effect to provide encouragement in the implementation of the
e-commerce. The most influential of the three factors is Attitude Toward the Behavior, then Perceived Behavioral
Control, and the least influential is Subjective Norm