Assessing the Critical Determinants of Cross Border E-Commerce Adoption Intention in Indonesia’s Small Medium-Size Enterprises

This study examines the factors that influence the intention of cross-border e-commerce adoption (CBEC) among Micro, Small, and Medium Enterprises (MSMEs) in Batam City, Indonesia, by adopting the Technology Organization Environment (TOE) framework. MSMEs contribute significantly to Indonesia’s economy, yet they face challenges such as intense competition, limited resources, and digital readiness gaps. In this regard, CBEC adoption becomes highly relevant as it enables MSMEs to expand into international markets and sustain their competitiveness. Using a quantitative approach, a total of 418 self-administered questionnaires were distributed and analyzed through PLS-SEM. The findings indicate that perceived security, government support, and organizational innovativeness positively influence attitudes toward CBEC adoption. Furthermore, attitude plays a mediating role in linking government support and organizational innovativeness with CBEC adoption, while perceived benefits, perceived security, and perceived complexity do not exhibit significant indirect effects. These results provide important implications for MSMEs, platform providers, and policymakers in strengthening organizational innovativeness, ensuring trust in digital platforms, and maintaining continuous government support to accelerate CBEC adoption and improve competitiveness.