Mendukung Ekonomi Biru melalui Adopsi Pemasaran Digital bagi UMKM di Wilayah Pesisir Pantai Kota Surabaya

The coastal areas of Surabaya City are filled with residents who work as fishermen. “Husband goes to sea, wife processes the sea catch” is a daily activity. However, depending on the sea catch is insufficient to support daily needs. Therefore, many residents trade in basic necessities or food made from sea catches. However, this step is not matched by the breadth of marketing because the marketing carried out is still limited and conventional among local residents. On the other hand, the Surabaya City Government encourages MSMEs in Surabaya City to utilize technology as much as possible through an e-commerce application called E-PEKEN. Respondents in the study were MSME players in the coastal area of Surabaya City who had sold using the E-peken application, totaling 360 people. The data collection technique was carried out using a questionnaire distributed online (Google Forms) and offline. The analysis technique in this study uses Covariance- Structural Equation Modeling (CB SEM) with the analytical tool used, namely IBM SPSS AMOS version 24.0. Based on the analysis and discussion results, the research concludes that there is a positive and significant influence between performance expectancy, effort expectancy, social support, and facilitating conditions with the behavioral intention of MSME players in Surabaya City to adopt the E-Peken application. In addition, behavioral intention is proven to affect the use behavior of MSME players in coastal Surabaya City to adopt the E-Peken application.