THE ROLE OF ORGANIZATION, ENVIRONMENT AND FAMILY OWNERSHIP IN DIGITAL ADOPTION AMONG SMES

Abstract

Three cycles models explain the three elements in business, namely: family, ownership and company. These will affect the socio-emotional of business owner in making digital transformation decisions. This study combined with TOE Model Framework as the theoretical basis to analyze digital adoption. The aims of this study are to find the influence of organizations, environmental and family ownership towards digital adoption among MSMEs in Kota Denpasar. Using quantitative research methods and simple random sampling in determining the sample, this research get 102 respondents. The data analysis technique is multiple regression analysis, these research findings are top management support, government support and family ownership have a significant influence toward digital transformation among MSMEs in Kota Denpasar.