Abstract
The large number of SMEs and the growth of Internet users in Indonesia have attracted the attention of the Indonesian government. The government launched a program called SME Goes Online program that has a target of eight million SMEs to implement online platform in their business (e-commerce) by 2019. An online platform that can be used by SMEs in marketing their products is online marketplace, such as Tokopedia, Bukalapak, Shopee and others. Previous studies revealed the factors that support or hinder the adoption of e-commerce by SMEs. Adoption of online marketplaces by SMEs occurs in a social system. The adoption of online marketplaces by an SME and the diffusion of online marketplaces among SMEs are influenced by socio-economic characteristics, variables of personality, and behaviors of communication that exist among the individuals. However, those studies had not explored the interaction among the factors in the adoption of online marketplace by SMEs. The results of this study showed three adoptions of online marketplaces by SMEs: the skill of using a computer/laptop/cell phone/tablet, the skill of using an online marketplace application or internet access applications, and online market learning.
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