Evolution of Acceptance Behavior and Using E-commerce in Indonesia

The number of business entities influences the level of competitiveness of a country. Micro, Small and Medium Enterprises (MSMEs) are under intense pressure in Indonesia's business entities. MSME strategies are encouraged to be able to survive, be sustainable, and have a bright future (OJK-BJG Joint Research, 2020). The current situation would need to formulate various initiatives that can be taken to help MSMEs to get through the crisis with the best response so that MSMEs can survive and develop and continue growth. This study aimed to determine the dominant factors and behavior of receiving and using digital services in Indonesia. Sampling was carried out by conducting an online survey of users of e-commerce services. The data obtained were analyzed by the application of PLS ​​statistics. The total data obtained were 589 respondents with 17 invalid data, so there were 572 valid data. The results of the study show that the digital needs of SMEs in Indonesia that the intention to use digital services, i.e. Convenience (Perceive Convenience, 24.1%), Trust (Trust, 23.6%), Habit (Habit, 19.9%), Availability of Facilities (Facilitating Condition, 17.8%).In contrast, several other factors are not proven, namely Benefit (Performance Expectation 8.7%), Ease (Effort Expectation, 6.8%) and Risk (Risk, 3.5%). Intention to use digital services has an effect of 67.2%. The value of R2 in the model is 0.451.