The Effect of E-Commerce Adoption on Business Strategy with Competitive Advantage as a Moderating Variable

Alfiani Desty Rachmawati, M. Irhas Effendi, Abdul Ghofar

Abstract


This study aims to analyze the effect of e-commerce adoption on business strategy which is moderated by competitive advantage. This research was conducted at SMEs Leather Industry Center in Manding, Bantul. Methods of data processing and data analysis in this study using descriptive and quantitative analysis. The population in this study amounted to 53 UKM and the sampling technique used a census technique. The data analysis technique in this study uses Partial Least Square (PLS). Collecting data in this study using a questionnaire. The results of the analysis in this study indicate that 1) There is a negative and significant influence of e-commerce adoption on differentiation strategy, 2) There is a positive and significant influence of e-commerce adoption on cost leadership strategies, 3) Competitive advantage weakens the effect of e-commerce adoption on strategy differentiation, 4) Competitive advantage strengthens the effect of e-commerce adoption on cost leadership strategies.

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