Pendorong, Hambatan Pasca-Adopsi, dan Strategi Keberlanjutan UMKM dalam Berjualan di Marketplace Indonesia
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Latar belakang: Usaha mikro, kecil, dan menengah (UMKM) merupakan tulang punggung perekonomian Indonesia, dan marketplace membuka peluang perluasan pasar bagi UMKM. Namun, penelitian terdahulu didominasi pengujian kuantitatif atas determinan keputusan adopsi, sementara pengalaman UMKM setelah bergabung dengan marketplace, termasuk alasan bertahan atau berhenti, masih jarang dikaji secara mendalam. Tujuan: Penelitian ini bertujuan mengeksplorasi pendorong adopsi, hambatan pasca-adopsi, dan strategi keberlanjutan UMKM dalam berjualan di Shopee dan TikTok Shop. Metode: Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus jamak di Cirebon pada Agustus 2026. Data dikumpulkan melalui wawancara semi-terstruktur dengan lima pelaku UMKM yang dipilih secara purposive (tiga berkembang, satu stagnan, dan satu berhenti) serta dua pendamping UMKM sebagai informan kunci, dilengkapi observasi toko daring dan dokumentasi. Data dianalisis secara tematik abduktif dan lintas kasus. Hasil: Empat tema teridentifikasi, yaitu (1) tekanan lingkungan dan jejaring sebagai pemicu adopsi; (2) hambatan pasca-adopsi berupa persaingan harga, biaya layanan dan iklan platform, serta keterbatasan kapabilitas digital; (3) strategi bertahan melalui diferensiasi produk, pendekatan omnikanal, dan pembelajaran komunitas; serta (4) kebutuhan ekosistem pendampingan yang berkelanjutan. Kesimpulan: Penelitian ini mengusulkan model dua fase: faktor Teknologi–Organisasi–Lingkungan (TOE) menjelaskan keputusan adopsi, sedangkan kapabilitas dinamis menjelaskan keberlanjutan pasca-adopsi. Program digitalisasi UMKM perlu bergeser dari target onboarding menuju pendampingan yang membangun kapabilitas.
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