Rancang Bangun Sistem Informasi Manajemen Berbasis Web Dalam Pengambilan Keputusan Pada Kooperasi AMIK Universal

Abstract

The rapid growth of digital technology and e-commerce platforms has created new opportunities for Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector to expand their market reach. However, e-commerce adoption among MSMEs remains uneven, particularly in Medan City, where many business owners have not fully utilized digital platforms for marketing and transactions. This study analyzes the factors influencing e-commerce adoption among culinary MSMEs in Medan City using the Technology Acceptance Model (TAM). A quantitative approach was employed with a sample of 52 culinary MSME owners selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with SPSS. The results show that perceived usefulness, perceived ease of use, attitude toward using, and behavioral intention to use simultaneously have a significant influence on MSME performance, with an R² value of 0.628 indicating that 62.8% of the variation in MSME performance is explained by these four variables. Perceived usefulness has the most dominant influence with a regression coefficient of 0.284. The TAM framework effectively explains the adoption behavior of culinary MSMEs in the digital era. These findings provide practical implications for policymakers, platform developers, and business owners in accelerating digital adoption among MSMEs.