Developing E-Commerce Success Model by Measuring Website Quality of Indonesian MSMEs

Abstract

E-commerce is a result of technology utilization that transforms the traditional technique of business into the digital one. This phenomenon also happens in MSMEs in Indonesia, which has the most significant contribution to the Indonesian Gross Domestic Product. Among e-commerce platforms, website is the main platform that could form competitive advantages, and it is one of the factors that could determine e-commerce success. This study aimed the effect of website quality on the e-commerce success of MSMEs in Indonesia based on the managers’ perspective and this study provide e-commerce success model developed based on the analysis result. This study used convenience sampling method with up to 103 respondents. The respondents in this study are managers of MSMEs in Indonesia that have website ecommerce. This study used Partial Least Square-Structural Equation Modelling (PLS-SEM) to process its data. Based on the results and discussion in this study, it can be concluded that website quality has a significant indirect effect on e-commerce success, where the effect is through intervening variables, which are website use and use satisfaction. Website quality variables that have the most significant influence on ecommerce success are information quality, promotion quality, and system quality. Meanwhile, service quality and design quality have no significant effect. MSMEs in Indonesia can focus on improving the quality of information, promotion, and system on website.