MODELING DIGITAL ADOPTION IN THE HALAL SECTOR: A UTAUT-BASED QUANTITATIVE STUDY OF MSMES IN EAST KALIMANTAN
DOI:
10.54443/morfai.v6i2.4894Published:
2025-12-31Downloads
Abstract
Objective: This study aims to examine the factors influencing the adoption of digital marketing among halal MSMEs in East Kalimantan using the UTAUT framework, by testing hypotheses H1–H8: the effects of performance expectancy (PE), effort expectancy (EE), and social influence (SI) on behavioral intention (BI); the effect of personal innovativeness (PI) on BI; the effect of BI on use behavior (UB); and the moderating role of PI on the relationships between PE→BI, EE→BI, and SI→BI. Methods: This study employed a quantitative survey approach using primary data collected through questionnaires from 100 halal MSME actors in East Kalimantan, selected using non-probability purposive sampling with the following criteria: marketing halal products, domiciled in East Kalimantan, and having used at least one digital marketing channel. Respondents were predominantly female (84%), aged 31–50 years, and business owners (87%). The latent variables measured included PE (2 indicators), EE (3), SI (2), PI (2), BI (3), and UB (1). Data were analyzed using PLS-SEM with bootstrapping procedures and one-tailed significance testing (α = 0.05). Results: The findings indicate that the intention to use digital marketing among halal MSMEs is more strongly shaped by social influence and individual innovativeness than by perceived performance benefits or perceived ease of use. The formed intention is consistently associated with actual digital marketing usage behavior. In addition, personal innovativeness was found to moderate the effects of perceived usefulness and perceived ease of use on intention, but did not moderate the influence of social factors on intention. This pattern suggests that digital marketing adoption decisions among halal MSMEs in the study area are primarily driven by social dynamics and the innovative disposition of business owners, while usefulness and ease of use are not always direct determinants when business actors already have initial exposure to digital channels. Implications: The findings emphasize the importance of strengthening social ecosystems (communities, networks, and customer encouragement) and enhancing the personal innovativeness of business owners to reinforce intention and promote actual use of digital marketing among halal MSMEs. Practical recommendations include community-based mentoring, digital literacy programs emphasizing guided experimentation, and training in performance measurement. Future studies are encouraged to expand sample size and diversity, enrich the measurement of use behavior with multi-item or behavioral indicators, and incorporate implementation determinants (e.g., facility support and digital capabilities) to improve explanatory power.
Keywords:
Digital marketing halal MSMEs UTAUT behavioral intention use behavior social influence personal innovativeness.References
Ahmed, S. K. (2024). How to choose a sampling technique and determine sample size for research: A simplified guide for researchers. Oral Oncology Reports, 12(September), 100662. https://doi.org/10.1016/j.oor.2024.100662
Akbar, G. G., Muchtar, Aji Abdul Wahid, Ikeu Kania, Annisa Deliana Putri, & Dini Turipanam Alamanda. (2023). Applying UTAUT Model to Understand Use of Behavior Health Applications User in Indonesia During the COVID-19. Jurnal Ilmu Administrasi: Media Pengembangan Ilmu Dan Praktek Administrasi, 20(1), 29–45. https://doi.org/10.31113/jia.v20i1.900
Alkawsi, G., Ali, N., & Baashar, Y. (2021). The moderating role of personal innovativeness and users experience in accepting the smart meter technology. Applied Sciences (Switzerland), 11(8). https://doi.org/10.3390/app11083297
Alwadain, A., Fati, S. M., Ali, K., & Ali, R. F. (2024). From theory to practice: An integrated TTF-UTAUT study on electric vehicle adoption behavior. PLoS ONE, 19(3 March), 1–19. https://doi.org/10.1371/journal.pone.0297890
Ardiansyah, M. R., Suaidah, & Batubara, M. (2022). Muslim Jafar 1 , Devy Aisyah 2 , Amrina 3. International Journal of Economics, Business and Accounting Research (IJEBAR), 2338(4), 13–34.
Arista, A., Ernawati, I., Ho Purabaya, R., & Fadzli Hasan Syed Abdullah, E. (2023). The Extension of the UTAUT2 Model: A Case Study of Indonesian SMEs Acceptance of Social Commerce. International Journal On Informatics Visualization, 7(4), 2404–2414. www.joiv.org/index.php/joiv
Azwar, A., & Bin Sarip, M. M. (2024). SME support for halal industry and sharia economy in Indonesia: SWOT analysis. Asian Journal of Islamic Management (AJIM), 6(1), 35–49. https://doi.org/10.20885/ajim.vol6.iss1.art4
Bahtiar, H., Rabbany, L. R., Bele, Y. F., Husna, M., & Matulessy, G. S. (2025). Digital transformation towards sustainability: Challenges and opportunities for Indonesian MSMEs. Jurnal Ekonomi Dan Bisnis, 28(1), 131–150. https://doi.org/10.24914/jeb.v28i1.13935
Bashir, M. A., Imtiaz, S., Ullah, H., & Hameed, W. U. (2023). Systematic Review of Studies Using Utaut and Utaut2 to Explore the Factors Affecting Adoption of Mobile Banking. Sustainable Business and Society in Emerging Economies, 5(3), 267–278. https://doi.org/10.26710/sbsee.v5i3.2735
Bernando, F. O., & Ray, E. L. (2025). Social Media Adoption, Halal Orientation, and Government Policy: Impacts on Business Performance of Food and Beverage SMEs in Indonesia. Society, 13(1), 504–519. https://doi.org/10.33019/society.v13i1.821
Bin-Nashwan, S. A., Abdul-Jabbar, H., Dziegielewski, S. F., & Aziz, S. A. (2021). Moderating Effect of Perceived Behavioral Control on Islamic Tax (Zakah) Compliance Behavior among Businessmen in Yemen. Journal of Social Service Research, 47(2), 292–302. https://doi.org/10.1080/01488376.2020.1767260
Bindas, A., Suharno, S., Lusiana, L., & Sari, S. (2025). Adopsi Media Sosial dalam Strategi Pemasaran UKM Radiant Buket Pendekatan Model UTAUT Social Media Adoption in the Marketing Strategy of Radiant Buket. 14, 2004–2017.
Bruce, E., Shurong, Z., Ying, D., Yaqi, M., Amoah, J., & Egala, S. B. (2023). The Effect of Digital Marketing Adoption on SMEs Sustainable Growth : Empirical Evidence from Ghana. 1–24.
Camilleri, M. A. (2024). Factors affecting performance expectancy and intentions to use ChatGPT: Using SmartPLS to advance an information technology acceptance framework. Technological Forecasting and Social Change, 201(January), 123247. https://doi.org/10.1016/j.techfore.2024.123247
Chen, L., Jia, J., & Wu, C. (2023). Factors influencing the behavioral intention to use contactless financial services in the banking industry: An application and extension of UTAUT model. Frontiers in Psychology, 14(March). https://doi.org/10.3389/fpsyg.2023.1096709
Dao, N. T. B., & Anh, D. N. T. (2024). the Impact of Personal Innovativeness on the Behavioral Intention To Using Tourism Mobile Applications of Generation Z in Ho Chi Minh City, Vietnam. Geojournal of Tourism and Geosites, 55(3), 1186–1197. https://doi.org/10.30892/gtg.55319-1291
Dawam, K., Laela, S. F., Hendrasto, N., Rehman, H. M., & Hasan, M. K. (2023). Determinants of Micro and Small Enterprise’s Interest to Participate in Self-Declare Halal Certification. Journal of Digital Marketing and Halal Industry, 5(1), 1–22. https://doi.org/10.21580/jdmhi.2023.5.1.15041
Dianta, I. A., Sinaga, H. R., Wicaksono, J., & Zusrony, E. (2025). The Impact of Digital Marketing Adoption on Sustainable Growth Mediated by Firm Performance: An Empirical Study of SMEs. Jurnal Informatika Ekonomi Bisnis, 7, 811–815. https://doi.org/10.37034/infeb.v7i4.1287
Dwiputri, I. N., Permana, Y. H., & Prastiwi, L. F. (2025). Driving Digital Adoption within Small Business: A Study Case of Indonesia Micro-Small-Medium Enterprises. Jurnal Economia, 21(2), 304–315. https://doi.org/10.21831/economia.v21i2.67494
Ekaputra, A., Sari, R. D., Yuniarsih, Y., & Algunadi, M. (2024). Are Digital Marketing Trends and Challenges Aligned with SDGs?: A Review of Indonesian SMEs. Sinergi International Journal of Economics, 2(2), 50–61. https://doi.org/10.61194/economics.v2i2.242
Fu, C. J., Silalahi, A. D. K., Yang, L. W., & Eunike, I. J. (2024). Advancing SME performance: a novel application of the technological-organizational-environment framework in social media marketing adoption. In Cogent Business and Management (Vol. 11, Issue 1). https://doi.org/10.1080/23311975.2024.2360509
Hernando, H., Shahzad, S., & Nurmalasari, N. (2025). Technological Factors and Social Media Adoption Among Micro-Enterprises: the Moderating Role of Personal Innovativeness. Jurnal Ekonomi Dan Bisnis Airlangga, 35(1), 49–65. https://doi.org/10.20473/jeba.v35i12025.49-65
Herzallah, F., Abosamaha, A. J., Abu-Siam, Y., Amer, M., Sajjad, U., & Hamid, K. (2025). Determinants of mobile wallet usage among Gen Z: Extending the UTAUT2 model with moderating effects of personal innovativeness and gender. International Journal of Information Management Data Insights, 5(1), 100336. https://doi.org/10.1016/j.jjimei.2025.100336
Hoang, V. H., & Ngo, Q. D. (2025). Embracing the Digital Frontier: Unveiling the Moderating Role of Personal Innovativeness on University Choice Decisions in Vietnam. SAGE Open, 15(1), 1–19. https://doi.org/10.1177/21582440251329600
Huang, T. (2023). Expanding the UTAUT2 framework to determine the drivers of mobile shopping behaviour among older adults. PLoS ONE, 18(12 December), 1–29. https://doi.org/10.1371/journal.pone.0295581
Izkair, A. S., & Lakulu, M. M. (2021). Experience moderator effect on the variables that influence intention to use mobile learning. Bulletin of Electrical Engineering and Informatics, 10(5), 2875–2883. https://doi.org/10.11591/eei.v10i5.3109
Jiang, J., & Zhang, X. (2025). Chinese music teachers value effectiveness, social, and facilitating factors over ease of use in ICT integration: A PLS-SEM study. Plos One, 20(11 November), 1–18. https://doi.org/10.1371/journal.pone.0334186
Kante, M., & Michel, B. (2023). Use of partial least squares structural equation modelling (PLS-SEM) in privacy and disclosure research on social network sites: A systematic review. Computers in Human Behavior Reports, 10(September 2022), 100291. https://doi.org/10.1016/j.chbr.2023.100291
Kaya, M. H., & Adıgüzel, T. (2025). Exploring the acceptance of ChatGPT in higher education: a comprehensive quantitative study of university students and faculty. Frontiers in Education, 10(September), 1–15. https://doi.org/10.3389/feduc.2025.1652292
Kim, B., Nam, H. J., Lee, H., Park, H., & Yoon, J. Y. (2025). Intention to use a health information platform in supportive housing for people with disabilities: An application of the UTAUT model. Plos One, 20(10 October), 1–15. https://doi.org/10.1371/journal.pone.0332072
Kim, Y., Blazquez, V., & Oh, T. (2024). Determinants of Generative AI System Adoption and Usage Behavior in Korean Companies: Applying the UTAUT Model. Behavioral Sciences, 14(11). https://doi.org/10.3390/bs14111035
Kwarteng, M. A., Ntsiful, A., Diego, L. F. P., & Novák, P. (2024). Extending UTAUT with competitive pressure for SMEs digitalization adoption in two European nations: a multi-group analysis. Aslib Journal of Information Management, 76(5), 842–868. https://doi.org/10.1108/AJIM-11-2022-0482
Lee, A. T., Ramasamy, R. K., & Subbarao, A. (2025). Understanding Psychosocial Barriers to Healthcare Technology Adoption: A Review of TAM Technology Acceptance Model and Unified Theory of Acceptance and Use of Technology and UTAUT Frameworks. Healthcare (Switzerland), 13(3). https://doi.org/10.3390/healthcare13030250
M. Topit Hidayat, & Sri Rahma Witta. (2024). Halal Certification and Implications for MSMEs: A Systematic Literature Review. Journal of Business Management and Islamic Banking, 03(2), 151–166. https://doi.org/10.14421/jbmib.v3i1.2373
Meiranto, W., Farlyagiza, F., Faisal, F., Nur Afri Yuyetta, E., & Puspitasari, E. (2024). The mediating role of behavioral intention on factors influencing user behavior in the E-government state financial application system at the Indonesian Ministry of Finance. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2373341
Memon, M. A., Thurasamy, R., Ting, H., & Cheah, J. H. (2025). Purposive Sampling: a Review and Guidelines for Quantitative Research. Journal of Applied Structural Equation Modeling, 9(1), 1–23. https://doi.org/10.47263/JASEM.9(1)01
Merz, A., Moser, I., & Bergamin, P. B. (2025). Performance expectancy and social influence drive the acceptance of immersive virtual reality for professional collaboration. Virtual Reality, 29(3). https://doi.org/10.1007/s10055-025-01182-5
Nattakorn, P., Walailak, A., & Wirachchaya, C. (2024). Examining the Intention to Adopt an Online Platform for Examining the Intention to Adopt an Online Platform Theory and. Mdpi, May.
Nikolopoulos, F., & Likothanassis, S. (2025). Influencing Factors of Behavioral Intention to Use Cloud Technologies in Small–Medium Enterprises. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 264. https://doi.org/10.3390/jtaer20040264
Norvadewi, N., & Zaroni, A. N. (2024). Preserving MSMEs Competitive Advantage: Moderation by Business Size. Journal of Accounting and Strategic Finance, 7(1), 39–61. https://doi.org/10.33005/jasf.v7i1.468
Padma Kiran, K., & Vedala, N. S. (2025). Exploring behavioral intentions of consumers towards different digital payment services through the interplay of perceived risks and adoption factors. Humanities and Social Sciences Communications, 12(1), 1–13. https://doi.org/10.1057/s41599-025-05468-6
Pereira, L. M., Sanchez Rodrigues, V., & Freires, F. G. M. (2024). Use of Partial Least Squares Structural Equation Modeling (PLS-SEM) to Improve Plastic Waste Management. Applied Sciences (Switzerland), 14(2). https://doi.org/10.3390/app14020628
Purnomo, S., Nurmalitasari, N., & Nurchim, N. (2024). Digital transformation of MSMEs in Indonesia: A systematic literature review. Journal of Management and Digital Business, 4(2), 301–312. https://doi.org/10.53088/jmdb.v4i2.1121
Renaningtias, N., Hidayat, P. I., & Erlansari, A. (2022). Analisis Perilaku Adopsi Digital Marketing Pada UMKM Menggunakan Model UTAUT3 Analysis of Digital Marketing Adoption Behavior in MSMEs Using the UTAUT3 Model. Jurnal Computer Science and Information Technology ( CoSciTech ), 3(2), 226–233.
Reva Ngulya Savi’ah, Joko Tri Nugraha, Yuni Kurniasih, & Matheus Gratiano Mali. (2024). Analysis Of Use Behavior In The Perspective Of The UTAUT In The Procurement Of Government Goods And Services At The Regional Secretariat Of Magelang City. Jurnal Info Sains : Informatika Dan Sains, 14(02), 118–132. https://doi.org/10.54209/infosains.v14i02.4377
Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A perspective on using partial least squares structural equation modelling in data articles. Data in Brief, 48. https://doi.org/10.1016/j.dib.2023.109074
Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability (Switzerland), 16(19), 1–25. https://doi.org/10.3390/su16198667
Shela, V., Ramayah, T., Aravindan, K. L., Ahmad, N. H., & Alzahrani, A. I. (2023). Run! This road has no ending! A systematic review of PLS-SEM application in strategic management research among developing nations. Heliyon, 9(12), e22476. https://doi.org/10.1016/j.heliyon.2023.e22476
Suleiman, A. M., Adamu, A. I. B., & ... (2025). The Adoption of Digital Marketing by MSMEs Selling Halal Products: Opportunities and Challenges. Malacca: Journal of …, 2(2), 97–103. http://e-journal.bustanul-ulum.id/index.php/malacca/article/view/207%0Ahttp://e-journal.bustanul-ulum.id/index.php/malacca/article/download/207/142
Surti, S. (2025). Implementation Gaps and Their Impact on Digital Capability and MSME Performance. Journal of Regional Economics Indonesia, 6(1), 1–10. https://doi.org/10.26905/jrei.v6i1.15283
Tenriyola, A. P., Baharuddin, N., Lestari, T. D., & Mas’ud, A. A. (2025). Digital Marketing Strategies for Seaweed SMEs in South Sulawesi: An Application of the Technology Acceptance Model (TAM). Jurnal Manajemen Dan Kewirausahaan, 12(2), 194–206. https://doi.org/10.26905/jmdk.v12i2.14231
Wagiyem, W., Sudarmadi, S., & Putri, R. C. (2025). UTAUT Model: Approach to the Use and Acceptance of Halal Information System (SIHALAL) in Small and Medium Food Businesses in the Solo Raya Area. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 14(2), 517–532. https://doi.org/10.30588/jmp.v14i2.1939
Wulandari, A., Marcelino, D., Suryawardani, B., & Adithya, D. (2024). Digital Capability and Literacy for MSME Transformation: Perspectives of Digital and Business Performance. Asia Pacific Management and Business Application, 13(2), 109–128. https://doi.org/10.21776/ub.apmba.2024.013.02.2
Xue, L., Rashid, A. M., & Ouyang, S. (2024). The Unified Theory of Acceptance and Use of Technology (UTAUT) in Higher Education: A Systematic Review. SAGE Open, 14(1), 1–22. https://doi.org/10.1177/21582440241229570
Yi, R., Liu, D., Sun, X., & Zhou, B. (2025). Exploring the link between AI usage intention and digital competence among college PE teachers: A moderated mediation model based on SCT and UTAUT. Plos One, 20(11 November), 1–24. https://doi.org/10.1371/journal.pone.0334699
Yu, X., Yang, Y., & Li, S. (2024). Users’ continuance intention towards an AI painting application: An extended expectation confirmation model. PLoS ONE, 19(5 May), 1–25. https://doi.org/10.1371/journal.pone.0301821
License
Copyright (c) 2026 Tikawati, Siti Qomariah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
