The Determinant Factors of Food and Beverage Small and Medium Industries Competitive Advantage that Mediated by E-Commerce Adoption Level in Bogor

Abstract

The research aims to examine the determinant factors of culinary Small-and-Medium Industries (SMIs) competitive advantage that mediated by e-commerce adoption level in Bogor. This research uses a quantitative approach using Structural Equation Modelling. The primary data is collected using online questionnaires. The population size is 360 culinary SMIs that already used e-commerce. The sampling technique is using purposive sampling. The sample size determination method is using Slovin’s formula with 85% confidence level and the sample size in this study is 42 culinary founders. The data analyse using Smart PLS 3.0. Based on the data analysis, the top management is the only determine the SMIs to adopt e-commerce for each ecommerce adoption level. For adoption level 1, the ecommerce adoption affects growth and quality. For adoption level 2, the e-commerce adoption affects quality, growth, and differentiation. For adoption level 3, the e-commerce adoption affect growth. For adoption level 4, the e-commerce adoption affects growth, differentiation, quality, and cost reduction. the e-commerce adoption level, the cost reduction, company differentiation, sales growth, and quality. Keywords— Small-and-Medium Industry; culinary industry; e-commerce adoption level; TechnologyOrganization-Environment; competitive advantage