PENGARUH KUALITAS PLATFORM, KEBERMANFAATAN, DAN KEPERCAYAAN TERHADAP MINAT PENGGUNAAN SISTEM PEMASARAN BUMDES KERINCI
DOI:
https://doi.org/10.54314/jssr.v9i1.5768Abstract
Abstract: This study aims to analyze the influence of platform quality, perceived usefulness, and trust on the intention to use integrated digital marketing systems in Village-Owned Enterprises (BUMDes) in Kerinci Regency. Employing a quantitative explanatory approach, data were collected from 165 BUMDes managers using purposive sampling and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that the model explains 78.9% of the variance in usage intention. Perceived usefulness was identified as the strongest predictor (β =0.428), followed by trust (β =0.361) and platform quality (β =0.185). These findings confirm that in the rural economy context, usefulness has evolved from mere economic efficiency to accessing intellectual capital through educational features. The study concludes that trust serves as a vital risk mitigation mechanism, and village digital platforms must transform into knowledge hubs to enhance sustainable technology adoption. Keyword: BUMDes; Digital Marketing; Perceived Usefulness; Platform Quality; Trust Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh kualitas platform, persepsi kebermanfaatan, dan kepercayaan terhadap minat penggunaan sistem pemasaran digital terintegrasi pada Badan Usaha Milik Desa (BUMDes) di Kabupaten Kerinci. Menggunakan pendekatan kuantitatif eksplanatori, data dikumpulkan dari 165 pengelola BUMDes melalui teknik purposive sampling dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa model mampu menjelaskan 78,9% varians minat penggunaan. Persepsi kebermanfaatan teridentifikasi sebagai prediktor terkuat (β=0.428), diikuti oleh kepercayaan (β=0.361) dan kualitas platform (β=0.185). Temuan ini mengonfirmasi bahwa dalam konteks ekonomi pedesaan, kebermanfaatan telah berevolusi dari sekadar efisiensi ekonomi menjadi akses terhadap modal intelektual melalui fitur edukasi. Penelitian menyimpulkan bahwa kepercayaan berfungsi sebagai mekanisme mitigasi risiko yang vital, dan platform digital desa harus bertransformasi menjadi pusat pengetahuan (knowledge hub) untuk meningkatkan adopsi teknologi yang berkelanjutan. Kata kunci: BUMDes; Kebermanfaatan; Kepercayaan; Kualitas Platform; Pemasaran Digital.Downloads
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