Examining the Factors Influencing the Website Continuous Actual Usage of SME Owners in Indonesia

The technologies encourage SMEs to expand their market. Websites have developed into important tools for ensuring the continued existence of SMEs through customer loyalty. The research problem is that SME owners have not continued to improve their websites due to factors that influence continuing intention to use the website, such as cost, facilities, etc. This study aims to examine the factors that influence SME owners' decisions to continue using websites for their businesses. A purposive sampling strategy is used to determine the size of this study sample. It also used quantitative techniques and data collecting via a Google Form survey, which included 225 of 250 SME owner respondents from the JABODETABEK area of Indonesia. The data, collected between March and June 2024, is processed using SmartPLS-SEM. The research models used are Technology Acceptance Model and Technology Organization Environment by analyzing eight variables: Relative Advantage, Complexity, Perceived Cost, Facilitating Conditions, Security Concern, Perceived Trust, Continuous Intention to Use, and Continuous Actual Usage. There are eight hypothesis that are significant, Relative Advantage on Continuous Intention to Use, Complexity on Continuous Intention to Use, Perceived Cost on Continuous Intention to Use, Facilitating Conditions on Continuous Intention to Use, Facilitating Conditions on Perceived Trust, Security Concern on Perceived Trust, Perceived Trust on Continuous Actual Usage, and Continuous Intention to Use on Continuous Actual Usage. More research is needed to determine whether this is an effective strategy to improve the technological digitalization of SMEs in Indonesia.