MSMEs Sales Products Marketing Performance Increasement Based on The Use of QRIS

Harries Arizonia Ismail; Ari Pranaditya; Rita Andini

doi:10.24912/jm.v30i1.3622

Authors

Harries Arizonia Ismail Department of Management, Faculty of Economics and Business, AKI University, Semarang
Ari Pranaditya Department of Management, Faculty of Economics, Sultan Agung Islamic University, Semarang
Rita Andini Department of Management, Faculty of Economics, Institute of Technology and Business, Semarang

DOI:

https://doi.org/10.24912/jm.v30i1.3622

Keywords: Quick Response Code Indonesian Standard (QRIS); Digital Literacy Level; QRIS Perceived Usefulness; QRIS Ease Of Use; Sales Products Marketing Performance.

Abstract

One important financial technology instrument that improves marketing performance is the Quick Response Code Indonesian Standard (QRIS), particularly for Micro, Small and Medium Enterprises (MSMEs). This digital payment technique not only facilitates transactions, but it also aids in bigger marketing efforts, potentially leading to increased customer engagement and company success. The case in Semarang city involving 160 MSMEs by the district. Data analysis technique using Structural Equation Modelling (SEM) with proceed by AMOS 22 version. The results of the research shows that all of the hypothesis including: digital literacy level toward QRIS perceived usefulness, digital literacy level toward QRIS ease of use, QRIS ease of use toward QRIS usefulness, QRIS usefulness toward sales products marketing performance, QRIS ease of use toward sales products marketing performance and digital literacy level toward sales products marketing performance are positively and significant.

Author Biographies

Harries Arizonia Ismail, Department of Management, Faculty of Economics and Business, AKI University, Semarang

harries.arizonia@unaki.ac.id

Ari Pranaditya, Department of Management, Faculty of Economics, Sultan Agung Islamic University, Semarang

aripranaditya@unissula.ac.id

Rita Andini, Department of Management, Faculty of Economics, Institute of Technology and Business, Semarang

ritaandini@itbsmg.ac.id

References

Alfarizi, M. (2022). Analysis of Consumer Technology Acceptance Model on Indonesian Telemedicine Applications. Jurnal Manajemen Teknologi, 21(1), 14-32, https://doi.org/10.12695/jmt.2022.21.1.2.

Amalia, A. G. R., and Fahrudi, A. N. L. I. (2021). The Relationship Between Perceived Ease of Use, Perceived Usefulness and Perceived Loss of Control with User Satisfaction in Mandatory Setting. Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020), 191(AICoBPA 2020), 171–173. https://doi.org/10.2991/aebmr.k.210928.034.

Aulia, N. S., & Marsasi, E. G. (2024). The Role of Perceived Usefulness, Perceived Ease of Use, and Task Technology Fit to Increase Perceived Impact on Learning. Sentralisasi, 13(1), 163–181. https://doi.org/10.33506/sl.v13i1.3031.

Badan Pusat Statistik. (2024). Profil Industri Mikro dan Kecil 2023. Badan Pusat Statistik.

Bancoro, J. C. (2024). Exploring the Influence of Perceived Usefulness and Perceived Ease of Use on Technology Engagement of Business Administration Instructors. International Journal of Asian Business and Management, 3(2), 149–167. https://doi.org/10.55927/ijabm.v3i2.8714.

Barney, J. B., & Hesterly, W. S. (2012). Strategic Management and Competitive Advantage: International Edition. Pearson/Prentice Hall.

Barney, J. B., Ketchen, D. J., & Wright, M. (2021). Resource-Based Theory and the Value Creation Framework. Journal of Management, 47(7), 1936–1955. https://doi.org/10.1177/01492063211021655.

Basoeki, J. B. P., & Agus, A. A. (2023). Understanding the Role of Social Media Marketing and Technology Adoption Model in Shaping Customer Adoption of Digital Banking. The South East Asian Journal of Management, 17(2), 50–73. https://doi.org/10.21002/seam.v17i2.1380.

Bentouhami, H., Casas, L., & Weyler, J. (2021). Reporting of “theoretical design” in explanatory research: A critical appraisal of research on early life exposure to antibiotics and the occurrence of asthma. Clinical Epidemiology, 13(July), 755–767. https://doi.org/10.2147/CLEP.S318287.

Cennamo, C. (2021). Competing in digital markets: A platform-based perspective. Academy of Management Perspectives, 35(2), 265-291. https://doi.org/10.5465/amp.2016.0048.

Charoensukmongkol, P., & Suthatorn, P. (2021). Linking improvisational behavior, adaptive selling behavior and sales performance. International Journal of Productivity and Performance Management, 70(1), 1582–1603. https://doi.org/10.1108/IJPPM-05-2019-0235.

Danurwindo, M. A. H., Anwar, M., & Handayani, W. (2021). The Role of Perceived Usefulness, Customer Satisfaction, and Emotional Stability, to Continuance Intention of C2c Online Shop in Surabaya. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 109. https://doi.org/10.24843/matrik:jmbk.2021.v15.i01.p10.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3), 319–339. https://doi.org/10.2307/249008.

Deschênes, A.-A. (2024). Digital literacy, the use of collaborative technologies, and perceived social proximity in a hybrid work environment: Technology as a social binder. Computers in Human Behavior Reports, 13, 100351. https://doi.org/10.1016/j.chbr.2023.100351.

Edan Al Khazraje, M. (2024). The Role of Digital Marketing Tools in Marketing Literacy: An Exploratory Study from Some Customer’s Perspective of Earthlink Internet Services Company. Journal of Economics and Administrative Sciences, 30(142), 250–268. https://doi.org/10.33095/j5dq4b70.

Fahrizal, Suherman, & Febrilia, I. (2023). Pengaruh Perceived Ease Of Use, Perceived Usefulness dan Satisfaction Terhadap Continuance Intention Pengguna Aplikasi Food Delivery Saat Pandemi. Jurnal Bisnis, Manajemen dan Keuangan, 4(2), 374–381. https://doi.org/10.21009/jbmk.0402.08.

Fauzela, D. S. (2023). Peranan Perbankan Dalam Menghadapi Pengaruh Globalisasi Ekonomi. Inovasi Pembangunan : Jurnal Kelitbangan, 11(03), 291–306. https://doi.org/10.35450/jip.v11i03.154.

Fauziah, F., Sudarma, M., & Saraswati, E. (2025). UMKM dalam Transformasi Digital: Faktor Penentu Penerimaan Pembayaran Elektronik QRIS. Jurnal Manajemen, 29(02), 379-399. https://doi.org/10.24912/jm.v29i2.2681.

Ferdinand, A. T. (2005). Metode Penelitian Manajemen (2nd ed.). BP Universitas Diponogoro.

Gilster, P. (1997). Digital Literacy. Wiley & Sons.

Junaedi, A. T., Panjaitan, H. P., Yovita, I., Veronica, K., Renaldo, N., & Jahrizal, J. (2024). Advancing digital and technology literacy through qualitative studies to bridging the skills gap in the digital age. Journal of Applied Business and Technology, 5(2), 123-133. https://doi.org/10.35145/jabt.v5i2.170.

Keni, K. (2020). How Perceived Usefulness and Perceived Ease of Use Affecting Intent to Repurchase? Jurnal Manajemen, 24(3), 481. https://doi.org/10.24912/jm.v24i3.680.

Khoso, A. K., Honggang, W., & Darazi, M. A. (2025). Trust and attitude towards AI as pathways to creativity: a TAM Model study of EFL students’ digital literacy and AI acceptance. Humanities and Social Sciences Communications, 13(1), 69. https://doi.org/10.1057/s41599-025-06362-x.

Kirchberger, M., Wouters, M., & Anderson, J. C. (2020). How Technology- Based Startups Can Use Customer Value Propositions to Gain Pilot Customers. Journal of Business-to-Business Marketing, 27(4), 353–374. https://doi.org/10.1080/1051712X.2020.1831212.

Lubis, N. W. (2022). Resource Based View (RBV) in Improving Company Strategic Capacity. Research Horizon, 2(6), 587–596. https://doi.org/10.54518/rh.2.6.2022.587-596.

Manfreda, A., & Mijač, T. (2024). Highlighting gaps in technology acceptance research: A call for integrating happiness and well-being into smart city development. Journal of Innovation and Knowledge, 9(4). https://doi.org/10.1016/j.jik.2024.100585.

Marikyan, D., & Papagiannidis, S. (2024). Technology Acceptance Model: A review. TheoryHub Book.

Min, S., So, K. K. F., & Jeong, M. (2019). Consumer adoption of the Uber mobile application: Insights from diffusion of innovation theory and technology acceptance model. Journal of Travel & Tourism Marketing, 36(7), 770–783. https://doi.org/10.1080/10548408.2018.1507866.

Musa, H. G., Fatmawati, I., Nuryakin, N., & Suyanto, M. (2024). Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022). Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2329375.

Nazzal, A., Thoyib, A., Zain, D., & Sabil Hussein, A. (2021). The Influence of Digital Literacy and Demographic Characteristics on Online Shopping Intention: An Empirical Study in Palestine. Journal of Asian Finance, 8(8), 205–0215. https://doi.org/10.13106/jafeb.2021.vol8.no8.0205.

Nikou, S., De Reuver, M., & Mahboob Kanafi, M. (2022). Workplace literacy skills—how information and digital literacy affect adoption of digital technology. Journal of Documentation, 78(7), 371–391. https://doi.org/10.1108/JD-12-2021-0241.

Nurhapsari, R., & Sholihah, E. (2022). Analysis of the factors of intention to use QRIS for MSMEs in Semarang City’s traditional market. Jurnal Ekonomi Modernisasi, 18(2), 199-211. https://doi.org/10.21067/jem.v18i2.7291.

Nurqamarani, A. S., Sogiarto, E., & Nurlaeli, N. (2021). Technology Adoption in Small-Medium Enterprises based on Technology Acceptance Model: A Critical Review. Journal of Information Systems Engineering and Business Intelligence, 7(2), 162. https://doi.org/10.20473/jisebi.7.2.162-172.

Nuseir, M. T., & Elrefae, G. (2022). The effect of social media marketing, compatibility and perceived ease of use on marketing performance: Evidence from hotel industry. International Journal of Data and Network Science, 6(3), 885–894. https://doi.org/10.5267/j.ijdns.2022.2.008.

Olivia, M., & Marchyta, N. K. (2022). The Influence of Perceived Ease of Use and Perceived Usefulness on E-Wallet Continuance Intention. Jurnal Teknik Industri, 24(1), 13–22. https://doi.org/10.9744/jti.24.1.13-22.

Park, S., & Gupta, S. (2012). Handling endogenous regressors by joint estimation using copulas. Marketing Science, 31(4), 567-586. https://doi.org/10.1287/mksc.1120.0718.

Patria, H., Fatchul Alam, M. A., Mulyadi, A., & Setyarko, A. (2023). The Influences of Digital Technology, Digital Literacy, and Digital Marketing On The Performance of SMEs in Bekasi. Cakrawala Repositori IMWI, 6(1), 401–419. https://doi.org/10.52851/cakrawala.v6i1.235.

Perbanas. (2024). QRIS Transaction Surge in 2024: Annual Growth and Impact on Digital Economy. Retrieved from https://perbanas.org/publikasi/artikel-perbanas/lonjakan-transaksi-qris-di-2024-pertumbuhan-tahunan-dan-dampaknya-pada-ekonomi-digital?lang=en (accessed on Desember 2024).

Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879.

Pranaditya, A., Sudarti, K., & Hendar. (2022). The Consumption Value and Value Congruity: A Conceptual Development of Hasanah Value Congruity. Lecture Notes in Networks and Systems, 497 LNNS, 373–381. https://doi.org/10.1007/978-3-031-08812-4_36.

Rahimi, Y., Restuti, S., & Wasnury, R. (2024). Analisis Penggunaan QRIS (Quick Response Indonesian Standard) Dengan Pendekatan Technology Acceptance Model (TAM). Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 3(1), 177-187. https://doi.org/10.21776/jmppk.2024.03.1.18

Ramayanti, R. (2024). Understanding User Perceptions of QRIS in Indonesia: Exploring the Impact of Perceived Usefulness, Ease of Use, and Demographic Factors. International Journal of Finance & Banking Studies, 13(4). 90-99. https://doi.org/10.20525/ijfbs.v13i4.3887.

Rujitoningtyas, C. N., Nugraha, E. R., Laksana, H. D., Apriyanto, Y., & Dewi, N. G. (2024). Enhancing digital literacy for business development in micro, small, and medium enterprises (MSMEs) through banking initiatives at the rural level in Indonesia. Jurnal Akuntansi dan Bisnis, 10(02), 122-132. https://doi.org/10.47686/jab.v10i02.735.

Santoso, S., (2018). Konsep Dasar dan Aplikasi SEM dengan AMOS 24. Jakarta: Elex Media Komputindo.

Sheppard, M., & Vibert, C. (2019). Re-examining the relationship between ease of use and usefulness for the net generation. Education and Information Technologies, 24(5), 3205–3218. https://doi.org/10.1007/s10639-019-09916-0.

Silaen, M. F., Manurung, S., & Nainggolan, C. D. (2021). Effect Analysis Of Benefit Perception, Ease Perception, Security And Risk Perception Of Merchant Interest In Using Quick Response Indonesia Standard (Qris). International Journal of Science, Technology & Management, 2(5), 1574-1581. https://doi.org/10.46729/ijstm.v2i5.313.

Soegoto, H., Apsarini, F., & Supandi, A. (2024). Payment system development in Indonesia. Jurnal Riset Bisnis dan Manajemen, 17(1), 11-20. https://doi.org/10.23969/jrbm.v17i1.10416.

Tahar, A., Riyadh, H. A., Sofyani, H., & Purnomo, W. E. (2020). Perceived ease of use, perceived usefulness, perceived security and intention to use e-filing: The role of technology readiness. Journal of Asian Finance, Economics and Business, 7(9), 537–547. https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.537.

Tirtawijaya, Y. K., & Wagiman, W. (2023). Analisis Penguatan Sistem Perbankan Digital Di Indonesia Berdasarkan Asas-Asas Perbankan. Jurnal Ilmiah Ecosystem, 23(1), 172–186. https://doi.org/10.35965/eco.v23i1.2493.

Willie, M. (2025). Leveraging digital resources: a resource-based view perspective. Golden Ratio of Human Resource Management, 5(1), 01-14. https://doi.org/10.52970/grhrm.v5i1.415.

Wulansari, K., Kalangit, D. O. C., & Suminto (2024). The influence of digital literacy on intention to use QRIS by using TAM as the cashless paying method on MSME in Samarinda Seberang District. KnE Social Sciences, 9(13), 521-537. https://doi.org/10.18502/kss.v9i11.15840.

Xiong, S., & Zhang, T. (2024). Enhancing tourist loyalty through locationbased service apps: Exploring the roles of digital literacy, perceived ease of use, perceived autonomy, virtual-content congruency, and tourist engagement. PLoS ONE, 19(1 January), 1–18. https://doi.org/10.1371/journal.pone.0294244.

Yani, A., Suparwata, D. O., & Hamka (2023). Product and service innovation strategies to expand MSME markets. Journal of Contemporary Administration and Management (ADMAN), 1(3), 163-169. https://doi.org/10.61100/adman.v1i3.67.

Yao, N., & Wang, Q. (2024). Factors influencing pre-service special education teachers’ intention toward AI in education: Digital literacy, teacher self-efficacy, perceived ease of use, and perceived usefulness. Heliyon, 10(14), e34894. https://doi.org/10.1016/j.heliyon.2024.e34894.