THE EFFECT OF DIGITAL MARKETING TRAINING ON INTENTION TO USE TECHNOLOGY; AN EMPIRICAL STUDY IN INDONESIAN SMES

Siti Zulaikha Wulandari; Monica Rosiana; Sulistyandari Sulistyandari

Siti Zulaikha Wulandari Faculty of Economic and Business, Universitas Jenderal Soedirman, Purwokerto, Indonesia
Monica Rosiana Faculty of Economic and Business, Universitas Jenderal Soedirman, Purwokerto, Indonesia
Sulistyandari Sulistyandari Faculty of Economic and Business, Universitas Jenderal Soedirman, Purwokerto, Indonesia and College of Management, National Yunlin University of Science and Technology, Yunlin, Taiwan

Abstract

The Technology Acceptance Model (TAM) is a widely used theory to measure technology adoption. It combines the Technological Readiness (TR) and Readiness Theory theories. This study aims to expand the TRAM model by incorporating technology-related training as an antecedent variable. A structured questionnaire was administered to SMEs in Indonesia to assess their readiness and acceptance of Digital Marketing Technology. As many as 180 valid responses were collected and analysed using SEM. The research supports all the hypotheses that training (digital marketing training) significantly impacts technology readiness (TR), and Technology readiness significantly impacts perceived usefulness (PU) and perceived ease of use (PEU). It also suggests that increased PU and PEU lead to a more positive attitude towards digital marketing technology and increased intention to use it. The study concludes that SMEs should prioritize digital marketing training quality to enhance SMEs technological readiness, as it consequently impacts their intention to use technology. Integrating Training, technology readiness (TR) and technology acceptance model (TAM) is very useful in predicting SMEs intention to adopt technology. This paper is the first to explore the role of training in an extended TRAM model in SMEs in Indonesia.