Page 331 - Jurnal Penelitian MTsN 6 Jakarta

ABSTRACT

This study aims to analyze the influence of e-commerce design, digital
consumer behavior, and Lynk innovation on the sustainability of micro,
small, and medium enterprises (MSMEs) in Indonesia. The research is
motivated by the increasing trend of online shopping on platforms such as
Tokopedia and Shopee, which is not yet matched by the competitiveness of
MSMEs due to limitations in digital literacy, capital, and promotional
strategies. The theoretical framework employs the Technology Acceptance
Model (TAM), the Unified Theory of Acceptance and Use of Technology 2
(UTAUT2), and the Theory of Planned Behavior (TPB) to understand factors
influencing consumer behavior and technology adoption. The research
adopts a quantitative descriptive approach using a survey method with a
five-point Likert scale (1–5). The population consists of Tokopedia and
Shopee users who are also MSME actors or consumers, with a total of100
respondents. Data analysis was conducted using SPSS/AMOS through
validity and reliability testing, classical assumption testing, and multiple
linear regression to examine the influence of e-commerce design (X1),
perceived usefulness and ease of use (X2), social influence and
technological facilitation (X3), digital consumer behavior (X4), and Lynk
innovation (Z) on MSME sustainability (Y). The findings reveal that all
variables have a positive and significant effect on MSME sustainability. The
coefficient of determination (R²) value of 0.752 indicates that 75.2% of the
variation in MSME sustainability is explained by variables X1–X4 and Z,
while the remaining 24.8% is influenced by other factors. The Lynk
innovation variable (Z) shows the strongest influence (β = 0.205; Sig. =
0.002), followed by e-commerce design (X1) and digital consumer behavior
(X4). These results suggest that attractive interface design, efficient user
experience, and the application of technology-based innovations
significantly enhance the adaptability and competitiveness of MSMEs in the
digital ecosystem. In conclusion, MSME success in the digital economy era
is determined by the synergy between responsive platform design, a deep
understanding of consumer behavior, and the adoption of innovations such
as Lynk that promote business efficiency and market connectivity. The study
recommends a comprehensive digitalization strategy and improved
technological literacy to strengthen MSME-based economic sustainability in
Indonesia.

Keywords: e-commerce design, consumer behavior, Lynk innovation

ix