Digital Cashless Payment Readiness Model on MSMEs Using Technological-Organization-Environtment (TOE) Framework: Study on MSME Users Gopay and Ovocash)

Abstract

The success of a good business is determined by a strategy that is able to compete with its competitors, one of which is by using a non-cash payment system (digital) so as to provide convenience for consumers to make payments anywhere and anytime there both for online and offline sales. Non-cash payment methods have begun to be applied by businesses by starting to cooperate with the largest digital platforms in Indonesia, namely Go Pay and OVO cash. The purpose of this study is to see the readiness of micro, small and medium enterprises in using digital payment methods with a TOE (technology-organization-environment) approach and then see if they are ready to use digital payment seen from these 3 sides, this study represents samples from 5 cities in Sumatra Island namely Aceh, Medan, Jambi, Pekanbaru and Lampung.The study used a sample of respondents, who have collaborated with GoPay and OVOCash applications totaling 175 MSMEs. This research uses PLS and Path Analysis techniques with the SPSS test tool. The results showed that MSMEs in sumatra region can absorb the use of digital payments seen in terms of Technology with a percentage absorption of 75.8%, Organization by 41.2% and Environment by 58.2%. The conclusion of this study is that there is a readiness of businesses from 5 major cities in Sumatra to use digital payments Gopay and OVO cash that makes their business easier.