Analysis of B2B Commerce Platform Adoption Model Using Technology Organization Environment Framework on Medbiz

Purpose –This study investigates the factors influencing customers' decisions to adopt the Medbiz Pharmaceutical B2B Commerce platform as an enabler in the pharma integrated supply chain. It uses technology, organization, environment (TOE) as its framework. The factors examined include relative advantage, compatibility, complexity, IT readiness, top management support, competitive pressure, business partner pressure, and external support. The findings are expected to provide insights for Medbiz stakeholders to develop strategies that enhance user acceptance and adoption of the platform. Methodology – A quantitative approach was employed to identify the critical drivers of Medbiz adoption. A cross-sectional survey of 372 respondents, consisting of pharmaceutical outlet representatives, was conducted using random sampling. Data was collected through a structured questionnaire based on a 4-point Likert scale. Findings – The result shows that relative advantage, compatibility, competitive pressure and external support have a positive, significant impact on Medbiz adoption, while complexity has a negative, significant effect. Conversely, IT readiness, top management support, and business partner pressure show negative, insignificant effects, leading to hypothesis rejection. Originality – Studies related to the pharma B2B commerce adoption model in organizations are very limited, especially in Indonesia.