Corresponding Author: Zoya
Jeisa Sumarauw
E-mail: [email protected]
INTRODUCTION
The increasing trend of electronic money and the use of
digital payments requires Micro, Small, and Medium Enterprises (MSMEs) to adapt
to technological advancements. Through the Ministry of Communication and
Informatics (Kemkominfo), the Indonesian government is actively encouraging
MSMEs across the country to become digitally literate and adopt digital payment
systems. According to (Slade et al., 2015), customers' use of smartphones to
pay for products and services has
fueled the growth of digital payment. This is supported by (Zhang and Dodgson, 2014), indicating that such services have become a preferred
choice for consumer payment transactions. Research by (Suyanto and Kurniawan,
2019) indicates a shift, stating that digital payment systems
are now viable even in small shops or other Micro, Small, and Medium
Enterprises (MSMEs). According to research, MSMEs increasingly seek partnerships with companies
providing applications to facilitate digital transactions within their
businesses (Cueto et al., 2022). Besides offering transactional convenience, digital
payments can attract more customers and increase revenue.
The Indonesian government, through the Ministry of
Cooperatives and SMEs (KemenkopUKM), is encouraging MSMEs across Indonesia to
maximize electronic payment systems across various platforms. It
is known that most micro-small-scale
enterprises (MSEs) or industries in Indonesia operate within the food sector.
According to data from the Central Statistics Agency (BPS), the number of food
sector MSEs reached 1.51 million business units in 2020. Data from
Katadata.co.id (2022) states that the proportion of food sector MSEs accounted
for 36% of all national MSEs, totalling 4.21 million business units.
The food and beverage provision industry has been growing
with tourism development. This is supported by data from the Central Statistics
Agency (BPS) via Katadata.co.id (2022), citing the ten provinces with the highest average revenue for Medium to
Large Scale Food and Beverage Provision Enterprises, where one of them is North
Sulawesi Province. Manado, the capital city of North Sulawesi Province, becomes
a city driving the creation of MSMEs in the food and beverage or culinary
sector. According
to (Suyanto and Kurniawan,
2019), MSME players benefit from digital payment technologies,
enabling them to compete amidst the intense globalization era competition.
According to research, using digital payments makes it easier for MSMEs to
serve their customers because they can provide change easily. This is often
experienced by both buyers and MSMEs during transactions, resulting in much
wasted time. Data from Umkm-provsulut.com (2023) shows that 22 officially
registered MSMEs in the Manado government already utilize digital payment
systems. An article on Manado.tribunnews.com (2022) mentions that, according to
one MSME player, the main factor in using digital payment is convenience; it is
simply a scan away, and the funds directly enter the merchant's account.
However, despite the advantages, there still needs to be
more clarity among users when it comes to adopting digital payment services. Support from others significantly impacts attitudes and
beliefs, influencing the willingness to adapt to new systems. Therefore, it is
evident that social influence influences an individual's behaviour or attitude.
According to (Mundzir et al., 2021), when someone is in an environment where people
predominantly use mobile payment services, they tend to indirectly follow suit
in utilizing mobile payment. This is similar to (Venkatesh and Davis,
2000), who states that the stronger the environment's effect
on prospective technology adopters, the more interested they are in using the
technology. One of
the model constructs that can prove the behavioural Intention to use digital
payment is the Technology Acceptance Model (TAM), a behavioural theory
explaining the approach to technology adoption developed by (Davis et al., 1989). According to (Davis et al., 1989), three factors influence users in adopting new
technology: perceived usefulness, perceived ease of use, and Intention to use.
This study employs the TAM because, according to (Alomary & Woollard,
2015), (Chuttur, 2009), and (Bala, 2008), it is the most appropriate theory to identify a community's
or an individual's readiness for applying technology in business. In research
by (Alomary & Woollard,
2015), (Jie, 2023),
(Chuttur, 2009),
and (Bala, 2008), perceived ease of use and perceived usefulness are two
perceptions that significantly influence the Intention to use among a community
or individual.
This study adds the perceived
risk variable because it is one of the considerations for MSME actors in using
digital payments. According to (Kurniawan
et al., 2022), risk perception influences
attitudes even towards one's interest in using digital payments. The
technology's use will benefit its users but also have some drawbacks. Several
studies have found that using digital payments has many risks that will affect
the Intention to use digital payments. Research from (Najib
and Fahma, 2020) found a risk of late cash
receipts and failed transactions due to an Internet connection. This is also
supported by (Prahiawan
and Purba, 2021), who said that the risks arising
from online transactions include vulnerable data confidentiality, balance
theft, and misuse of personal data for fraud. The decision to use digital
payments is mentioned in (Fahmi
and Evanita, 2019), depending on attitudes and
interests towards existing technological changes, where attitude is considered
an important aspect of interest formation in e-payment-based payments. This
study focuses on the Intention to use digital payments for MSME actors engaged
in the culinary sector in Manado City by using TAM, which is added with
perceived risk and social influence to explain one's behavioural intentions to
use digital payment services. Therefore, this research is expected to
provide information and references to MSME players in Manado City who use
digital payments as their financial solutions.
Based on the above background, the purpose of this
study is to understand and analyze how MSMEs in Manado City promote the
development of digital payment usage. So the benefit of this study is to
provide in-depth insight into the strategies used by MSMEs in Manado City in
promoting the use of digital payments. By understanding the factors that
influence the acceptance and use of digital payments, it can help MSME
entrepreneurs and relevant stakeholders to design more effective strategies in
driving digital payment adoption. By understanding how MSMEs utilize digital
payments, this research can help MSMEs improve the efficiency and effectiveness
of their business operations. The use of digital payments can help reduce
transaction costs, speed up the payment process, and improve the accuracy of
financial records.
METHOD
This study uses a quantitative approach. This research involved participants of MSME
actors in the culinary sector in North Sulawesi and focused on Manado City. The population determined in this study are MSME actors in
the culinary sector. The respondents in this study were 331, selected by
purposive sampling, so there were 201 respondents whose data could be
processed. This study used an online questionnaire through Google Forms. The questionnaire in the study consisted of four parts. The first and
second sections consist of questions that filter eligibility as respondents.
The third section includes demographic information, including gender, age,
length of business, last education, average monthly income, and business
location. The fourth part measures variables in the study: attitude, Intention
to use, perceived ease of use, perceived risk, perceived usefulness, and social
influence. Attitude uses three items adapted from (Setiawan et al., 2021). In measuring Intention to use, three items are adopted
by (Setiawan et al., 2021). Perceived ease of use was measured by three items
adopted by (Cao et al., 2016), while perceived usefulness there are six indicators
adopted by (Oktafiani et al., 2021), and three items to measure social influence adopted by (Subawa et al., 2020). This research data was analyzed through SmartPLS 3.0 using PLS-SEM. Based
on the opinion (Ghozali, 2016), PLS-SEM is suitable for reviewing various studies in
complex models.
Hypothesis Development
Research from (Amalia, 2018) states that perceived usefulness can positively affect a
person's attitude to use something. This implies that user attitudes will be
influenced by how beneficial digital payments are for MSMEs; in this situation,
the advantages are obtained via the enjoyment of using the technology for their
business. A number of studies from (Amalia, 2018), (Cania, 2018), (Najib & Fahma, 2020), and (Suyanto and Kurniawan,
2019) illustrate that perceived usefulness has a positive
relationship with attitude in the use of technology. Research conducted by (Gusni et al.,
2020) also indicates that perceived usefulness has a positive
influence on mobile payment users among millennials. Based on the results of
the explanation of the theory above, the first hypothesis in this study can be
formulated as follows:
H1: Perceived Usefulness Positive Effect on Attitude
The relationship
between perceived ease of use and attitude in��
TAM theory proposed by (Gusni et al.,
2020) has been empirically verified in the information
technology literature. In another study from (Hermanto & Patmawati,
2017) said that perceived ease of use has a positive effect on
attitude. Attitude reflects a person's acceptance or rejection of a technology
product. Technology that is easy to use will encourage the development of a
good attitude towards the technology. This is also supported by research from (Gusni et al.,
2020), which states that perceived ease of use can affect a
person's attitude toward using technology regardless of the usefulness of the
technology product. Referring to the explanation and theory above, the second
hypothesis in this study can be formulated as follows:
H2: Perceived Ease of Use Positive Effect on Attitude
According to research,
perceived risk is the uncertainty consumers experience when they cannot foresee
the effects of their purchase decisions. The results of research from (Juniwati, 2014) stated that perceived risk has a negative and
significant effect on attitude. Research by (Priambodo &
Prabawani, 2016) indicates that perceived risk will be considered when
determining an individual's inclination to use information technology, in
addition to advantages and ease of use. (Rahayu, 2018) concluded that by reducing the perceived risk of
increasing the intention to use the technology. Therefore, when digital payment
service providers provide services that can convince users and create a sense
of security, it will increase the influence on user attitudes and intentions in
using the technology. From the explanation of the theory above, the third
hypothesis in this study can be formulated as follows:
H3: Perceived Risk negatively affects Attitude
Reserach claim that
social influence determines how people in the family, community, and workplace
impact consumers' decisions to adopt and use payment systems (Venkatesh et al., 2003). Research from (Krishnan et al., 2017) states that someone always discusses with their group
before making a decision. Another study from (Murendo et al., 2018) states that most consumers who adopt mobile payment
services will discuss it in their social environment. The research results from
(Idenanda et al., 2022) show that social influence has a positive influence on
attitude. Based on the explanation and theory above, the fourth hypothesis can
be formulated as follows:
H4: Social Influence positive effect on Attitude
Research from (Purwanto & Tannady,
2020) explained that attitude is an important factor and
positively influences intention to use. The results of this study are supported
by several studies conducted by (Najib
and Fahma, 2020), (Suyanto and Kurniawan,
2019) showing that the attitude of users will affect the
intention to use. Research conducted by (Larasati
& Andjarwati, 2019) shows that there is a significant influence of� attitude on the intention to use, which means
that if the attitude increases, the intention to use also increases, so the
fifth hypothesis in this study is formulated as follows:�
H5: Attitude positive effect on Intention to Use Digital
Payment
Figure 1. Research Model
RESULTS AND DISCUSSION
Based on the results from Table 1, 201 respondents have yet to use the
digital payment method in their culinary business. The number of female
respondents was 147, more than the male respondents, who were only 54. Most
respondents were in the age range of 26-35 years, known as the millennial
generation. The highest level of education among respondents was dominated by
S1 (Bachelor), with the highest average monthly income in the IDR 1,000,000 -
IDR 5,000,000 range. The respondents' business locations in Manado City are
dominated by Malalayang and Sario sub-districts, and the average length of time
respondents have run their businesses is between 1 and 3 years.
Table 1. Respondents� Profile
|
|
|
Frequency
|
Percentage (%)
|
|
Gender
|
Male
|
54
|
26.9
|
|
|
Female
|
147
|
73.1
|
|
Age
|
< 18 years old
|
3
|
1.5
|
|
|
18-25 years old
|
63
|
31.3
|
|
|
26-35 years old
|
93
|
46.2
|
|
|
36-45 years old
|
18
|
9
|
|
|
46 > years old
|
24
|
12
|
|
Education
|
SMA
|
57
|
28.3
|
|
|
Diploma
|
15
|
7.5
|
|
|
S1
|
129
|
64.2
|
|
|
S2
|
0
|
0
|
|
Average Income/Month
|
< Rp 1.000.000
|
21
|
10.5
|
|
|
Rp 1.000.000 -
Rp 5.000.000
|
102
|
50.8
|
|
|
Rp 5.000.001 - Rp 10.000.000
|
45
|
22.3
|
|
|
> Rp. 10.000.000
|
33
|
16.4
|
|
Business Location
|
Bunaken
|
3
|
1.5
|
|
|
Malalayang
|
48
|
23.9
|
|
|
Paal Dua
|
12
|
6
|
|
|
Mapanget
|
18
|
9
|
|
|
Sario
|
48
|
23.9
|
|
|
Singkil
|
9
|
4.5
|
|
|
Tikala
|
9
|
4.5
|
|
|
Tuminting
|
3
|
1.5
|
|
|
Wanea
|
36
|
17.9
|
|
|
Wenang
|
15
|
7.5
|
|
Business Period
|
< 1 Year
|
60
|
30
|
|
|
1 - 3 Years
|
87
|
43.2
|
|
|
4 - 5 Years
|
18
|
8.9
|
|
|
> 5 Years
|
36
|
17.9
|
Table 2 shows that from a
total of 25 research items, there is 1 item that is invalid because the loading
is below 0.5. The remaining 24 items have outer loading between 0.646 to 0.957
and AVE above 0.5. The validity test is carried out by looking at convergent
and discriminant validity. Convergent validity is tested
using the loading value of each statement item on the research variable. Measurement items are good
and have no problems with convergent validity if their loading value is greater
than 0.5. (Ghozali, 2016) states that reliability tests are necessary to
determine the instrument's compatibility to present actual and reliable
information in the field. Reliability tests are shown by
composite reliability values above 0.7. The items in Table 2 have composite
reliability values between 0.838 and 0.878�
and Cronbach's Alpha between 0.717 and 0.850. This value is supported by (Ghozali,
2016), where a study is also considered reliable
if the value of Cronbach's Alpha > 0.70. If the value of Cronbach's Alpha
<� 0.70,� the study is considered less reliable.�
Overall
test results show that all measurement items of the variables studied have a
loading factor value greater than 0.5, where the attitude variable ranges from
0.816 to 0.870, the Intention to use variable 0.695 to 0.869, the perceived
ease of use variable ranges from 0.809 to 0.834, the perceived risk variable
0.753 to 0.957, perceived usefulness variable�
0.646 to 0.832 and social influence variable ranging from 0.666 to
0.795. Therefore, it can be said that the indicator on each variable has a high
degree of accuracy because it has a reflective indicator factor charge value of
≥ 0.5.
Table 2. Result of the Descriptive Statistics,
Validity and Reliability Tests (n=201)
|
Variable
|
Indicator
|
Mean
|
Standard Deviation
|
Outer
Loading
|
Composite Reliability
|
AVE
|
Cronbach�s Alpha
|
|
Attitude
|
A1
|
4,119
|
0,611
|
0,844
|
0,881
|
0,711
|
0,797
|
|
A2
|
4,045
|
0,558
|
0,816
|
|
A3
|
4,239
|
0,625
|
0,870
|
|
Intention to Use
|
ITU1
|
4,388
|
0,517
|
0,816
|
0,838
|
0,634
|
0,717
|
|
ITU2
|
4,194
|
0,579
|
0,695
|
|
ITU3
|
4,313
|
0,552
|
0,869
|
|
Perceived Ease of Use
|
PEOU1
|
4,045
|
0,609
|
0,834
|
0,864
|
0,679
|
0,765
|
|
PEOU2
|
4,000
|
0,573
|
0,829
|
|
PEOU3
|
4,209
|
0,612
|
0,809
|
|
Perceived Risk
|
PR1
|
3,140
|
0,993
|
0,957
|
0,881
|
0,713
|
0,850
|
|
PR2
|
2,910
|
0,973
|
0,753
|
|
PR3
|
2,970
|
0,977
|
0,811
|
|
Perceived Usefulness
|
PU1
|
4,149
|
0,605
|
0,667
|
0,878
|
0,509
|
0,836
|
|
PU3
|
4,060
|
0,689
|
0,654
|
|
PU4
|
4,060
|
0,620
|
0,728
|
|
PU5
|
4,030
|
0,668
|
0,832
|
|
PU6
|
4,090
|
0,685
|
0,655
|
|
PU7
|
4,209
|
0,703
|
0,790
|
|
PU8
|
4,254
|
0,631
|
0,646
|
|
Social Influence
|
SI1
|
4,045
|
0,656
|
0,753
|
0,863
|
0,558
|
0,801
|
|
SI2
|
4,045
|
0,656
|
0,762
|
|
SI3
|
3,940
|
0,596
|
0,666
|
|
SI4
|
3,940
|
0,644
|
0,795
|
|
SI5
|
4,045
|
0,656
|
0,750
|
Discriminant
validity is done through the Fornell-Larcker criterion, comparing the square
root of the AVE value with the correlation of the latent variable with the
provision that the square root value of the AVE�
in each variable must be higher than with other variables. Based on the
results in Table 3 below, it can be seen that the square root value of the average
variance extracted (AVE) is 0.843, 0.796, 0.824, 0.845, 0.714, and 0.747. These
values are greater than the correlation of each construct so that they meet the
criteria for discriminant validity (Dodeen &
Nassar, 2022).
Table 3. Results of the Fornell-Larcker
Criterion (n=201)
|
|
A
|
ITU
|
PEOU
|
PR
|
PU
|
SI
|
|
A
|
0,843
|
|
|
|
|
|
|
ITU
|
0,554
|
0,796
|
|
|
|
|
|
PEOU
|
0,717
|
0,502
|
0,824
|
|
|
|
|
PR
|
-0,168
|
0,026
|
0,011
|
0,845
|
|
|
|
PU
|
0,665
|
0,542
|
0,571
|
0,026
|
0,714
|
|
|
SI
|
0.653
|
0,471
|
0,587
|
-0,031
|
0,599
|
0,747
|
Notes: A = Attitude, ITU = Intention to Use, PEOU =
Perceived Ease of Use, PR= Perceived Risk, PU = Perceived Usefulness, SI=
Social Influence
Based on Table 4, the perceived
usefulness variable has a p-value of 0.000 (significant) and a coefficient
value of 0.296 (positive), which means perceived usefulness is a positive
predictor for attitude. Then, Perceived Ease of use has a p-value of 0.000
(significant) and a coefficient value of 0.416 (positive), which means that
perceived ease of use is a positive predictor of attitude. In addition,
perceived risk has a p-value of 0.001 (significant) and a coefficient value of
-0.163 (negative), meaning perceived risk is a negative but significant
predictor for attitude. Furthermore, social influence has a p-value of 0.000
(significant) and a coefficient value of 0.225 (positive), which means that
social influence is a positive predictor of attitude. The hypothesis test
results on the attitude variable have a p-value of 0.000 (significant) and a coefficient
value of 0.554 (positive), which means that attitude is a positive predictor of
Intention to use.
Table 4. Results of the Hypotheses Testing
(n=201)
|
|
Hypothesis
|
Coefficient
|
T Statistics
|
P Values
|
Remark
|
|
H1
|
A -> ITU
|
0,554
|
13,770
|
0,000
|
Supported
|
|
H2
|
PEOU -> A
|
0,416
|
9,162
|
0,000
|
Supported
|
|
H3
|
PR -> A
|
-0,163
|
3,220
|
0,001
|
Not Supported
|
|
H4
|
PU -> A
|
0,296
|
4,382
|
0,000
|
Supported
|
|
H5
|
SI -> A
|
0,225
|
3,401
|
0,000
|
Supported
|
Notes: A =
Attitude, ITU = Intention to Use, PEOU = Perceived Ease of Use, PR= Perceived
Risk, PU = Perceived Usefulness, SI= Social Influence
All research
does not exclude the potential of producing a different outcome. As in a study
with the same object, differences will still be encountered through ongoing
situations and conditions. This study shows a positive and significant
influence of perceived usefulness and perceived ease of use on attitudes toward
using technology. In this case, it means that the more useful and easier the
use of digital payments is, the more the user's attitude to the application
also increases. This is supported by research by (Larasati
& Andjarwati, 2019), Anggraeni,
2022), and (Gusni et al.,
2020), which shows that perceived usefulness
affects a person's attitude and has a positive and significant effect on
perceived ease of use on interest in using digital payments. MSME players feel
the benefits of digital payment technology, where they
can compete with digital payments in the fierce competition of the
globalization era. With the convenience of a digital payment system that MSME
players can use anytime without being hindered by time.
Digital payment is one of the events used by every MSME to maintain its
performance and results. It also affects business sustainability, wherein in the
industrial era, every development will be greatly influenced by the times.
Furthermore, the respondents show that "Digital payments can be learned
easily" has the greatest value when assessing perceived ease of use. This
makes users believe digital payments are a good idea in payment systems. Even
every payment that will be carried out as the cash flow takes place will leave
a trail that can be used as evidence of a recap of the data needed to determine
the condition of the current cash flow. That way, an MSME will
know how far its business conditions are.
The results of research conducted by (Wardana et
al., 2022) suggest that perceived risk negatively
affects attitude. This result
is directly proportional to the results of research, which shows that there is
a negative and significant influence of perceived risk on attitude, which means
that MSME actors will use digital payment methods because they do not feel a
high risk if they use digital payment methods as a tool for their business
transactions. In other
words, when perceived risk is higher, the attitude is lower; when
perceived risk is lower, the attitude is higher.�
In online payment systems, when users feel a low risk from using a system,
there will be a willingness to use the system. Similarly, with the use of
digital payments for MSME players in Manado City, the lower the risk felt, the
MSME players in Manado City will be willing to use the digital payment service
as their transaction tool. Even today, many means provide digital payments tailored
to one's needs. That way, MSME actors can use digital payments according to
their convenience and business needs. In addition, there are more benefits than
possible risks. An MSME actor will strongly consider what they will use to
minimize the risks that may be received. This relates to business risk
management to avoid and eliminate existing risks.
In a previous study, (Singh et al.,
2020) stated that compared to advertising, good
experiences conveyed by close people are more influential in adopting digital
payments. Consistent with the study's results, social influence has a positive
and beneficial impact on attitude. One factor that promotes the use of digital
payments is the effect of the social environment, including friends and family.
Indirectly, when we are in an environment where people around us have dominated
using digital payments as a means of payment, we will follow this. Even one's
awareness of the times will influence the decision to use digital payments as
easy access. Modern technology will make someone stay caught up with the
changing times. It will not feel inequality in life, especially in the economy.
The results of the (Soegiastuti
& Anggraeni, 2022) research show a positive and significant
influence on attitudes toward using fintech as digital payment. This condition
illustrates that the attitude of accepting digital payments can encourage user
intentions from among culinary MSME players in Manado City to adopt this
application, which will then be used to support their transaction activities in
the future. This condition illustrates that the attitude of accepting digital
payments can encourage user intentions from among culinary MSME players in Manado
City to adopt this application, which will then be used to support their
transaction activities in the future.
CONCLUSION
The study on the factors influencing the interest of Micro, Small, and
Medium Enterprises (MSMEs) in Manado City to adopt digital payments reveals
several significant findings. All hypotheses related to variables affecting
interest in digital payments among MSMEs are accepted, indicating the positive
influence of perceived usefulness, perceived ease of use, perceived risk,
social influence, and attitude on MSME actors' intentions to use digital
payments. Particularly, the research highlights that the perceived risk
associated with digital payments is inversely proportional to the intention to
use them, suggesting that MSME players in Manado City perceive minimal risks
and thus intend to embrace digital payment methods in their business
transactions.
The implications drawn from these conclusions are twofold. Firstly, it
underscores the potential for digital payments to contribute to the economic
development of Indonesia, especially in urban areas like Manado City.
Optimizing the adoption of digital payments in the MSME sector is crucial,
requiring efforts such as improving internet infrastructure and enhancing
security measures in digital payment systems. By doing so, not only can the
perceived risks be minimized, but also the overall user experience can be
enhanced, potentially attracting more MSME players to embrace digital payments.
Secondly, the study suggests that utilizing digital payments can offer
substantial benefits for MSME actors in terms of business management, risk
mitigation, and overall business sustainability. The ease of managing
transactions through digital platforms can streamline business operations and
contribute to achieving planned targets. Moreover, the study emphasizes the
entrepreneurial drive to adapt to technological advancements in order to ensure
business profitability and longevity.
Despite the study's focus on the culinary sector in Manado City and its
relatively smaller sample size compared to broader studies, it provides
valuable insights into the specific context of MSMEs in this region. Future
research endeavors could explore different sectors within MSMEs and incorporate
additional variables such as product knowledge and facilitating conditions to
further enrich the understanding of digital payment adoption. Additionally,
expanding the sample to include MSMEs from various sectors and regions in North
Sulawesi can offer a more comprehensive understanding of the factors
influencing digital payment adoption among MSMEs in the broader context.
Overall, this research serves as a foundational reference for future studies
and underscores the importance of continued exploration and development in the
realm of digital payments for MSMEs.
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