The Influence of Digital Literacy on Retail Garment Traders' Intention to Use and Actual Usage of Mobile Digital Application within Cipulir Thematic Market, Jakarta, Indonesia

Murti, Ricky Teja and Sembel, Roy and Malau, Melinda (2022) The Influence of Digital Literacy on Retail Garment Traders' Intention to Use and Actual Usage of Mobile Digital Application within Cipulir Thematic Market, Jakarta, Indonesia. In: 5 th International CEO Communication, Economics, Organization & Social Sciences Congress. NCM Publishing House, pp. 158-169. ISBN 978 605 73822 7 6

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Abstract

Indonesia's MSME (micro, small, medium enterprise) business digital penetration in 2022 is 29.7% but contradicts to findings of OECD (2021) early evidence from global business surveys that up to 70% of MSMEs increased their business through digital platforms. Mobile Digital application has become a key factor in micro, small to medium enterprise (SME-M) establishment to upgrade their selling, but many of these business practitioners / traditional traders are still not very clear or digitally literate about the actual usage of this technology. This study used the Unified Theory of Use of Technology (UTAUT) to test the actual usage and intention to use mobile e�commerce applications by 3,211 retail garment traders in the Cipulir traditional thematic market located in Jakarta, Indonesia. MSME in Indonesia plays an important role in the Indonesian economy and must increase the total number of businesses that are digitized immediately. As an extension and modification to the UTAUT framework, digital literacy will be investigated. Furthermore, this study used a questionnaire survey with 100 respondents to collect data. SPSS and PLS-SEM are used to analyze data. The results of the test show that Digital Literacy have positive effect to Intention to Use, and Intention to Use to Actual Usage. However, the relationship between Digital Literacy to Actual Usage does not have a significant relationship. The research implication is that government would consider of MSME education level in correlation to better adapt to actual usage of digital application. It is recommended to have further research with larger scope of area other than Cipulir thematic market. Keywords: Digital Literacy, UTAUT, MSME, Cipulir Thematic Market

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