Keputusan Strategis Melakukan Adopsi E-Commerce Menggunakan Analytic Hierarchy Process

Sandy Kosasi

doi:10.33633/tc.v17i3.1753

Keputusan Strategis Melakukan Adopsi E-Commerce Menggunakan Analytic Hierarchy Process

Sandy Kosasi

Abstract

E-Commerce merupakan representasi model bisnis baru dengan menyediakan kemudahan kepada masyarakat melakukan transaksi dengan jangkauan perniagaan yang lebih luas, kesempatan membangun mitra bisnis, tidak membutuhkan investasi dan biaya operasional yang besar. Namun melakukan adopsi E-Commerce bukan persoalan sederhana karena sampai saat ini pertumbuhan E-Commerce di Indonesia baru mencapai 6%. Kenyataan ini tidak terlepas dari ketidakmampuan mengambil keputusan strategis mengadopsi E-Commerce. Penelitian ini menggunakan unit analisis organisasi dan yang menjadi responden adalah pihak manajemen dan pengelola E-Commerce untuk wilayah Kalimantan Barat. Kegiatan pengumpulan data menggunakan teknik sampel acak sederhana dengan skala likert dan jumlah sampel yang digunakan sebanyak 118 responden. Selanjutnya diteruskan dengan melakukan kegiatan wawancara secara mendalam dengan beberapa responden terpilih dalam sebuah kelompok secara bersama-sama menggunakan teknik sampel purposif melalui aplikasi sosial media (Whatsapp). Â Tujuan penelitian untuk memilih dan menentukan kriteria yang menjadi prioritas utama dan entitas (alternatif) paling penting sebagai keterwakilan dari setiap kriteria berdasarkan model adopsi E-Commerce menggunakan metode AHP. Hasil penelitian dengan kriteria paling penting adalah kelayakan teknologinya dengan dimensi keunggulan relatif, biaya dan agen perubah eksternal.

Keywords

E-Commerce, Adopsi, Analytical Hierarchy Process, Kerangka TOE

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DOI: https://doi.org/10.33633/tc.v17i3.1753