Performance Expectancy and Marketplace Adoption: Evidence from MSEs Assisted by Rumah BUMN Tasikmalaya

Abstract

The expansion of digital commerce provides significant growth potential for Micro and Small Enterprises (MSEs), yet widespread adoption is frequently hindered by psychological barriers, specifically, whether owners believe these platforms will improve business performance. Accordingly, this study aims to describe the level of performance expectancy and the marketplace adoption decision, and to analyze the influence of performance expectancy on marketplace adoption, among MSEs that have not yet begun selling through such platforms. This research employed a cross-sectional quantitative design to analyze the impact of performance expectancy on 148 non-adopting MSEs associated with Rumah BUMN Tasikmalaya. The results indicated that both performance expectations and the decision to adopt were high, with performance expectancy serving as a significant positive predictor that accounted for 55.5% of the variance in adoption decisions. Consequently, the study highlights the necessity of structured, benefit-driven mentoring to help MSE owners recognize the utility of digital channels and sustain their adoption.