Social Media Over Marketplace : Conjoint Analysis Of E-Commerce Platform Preferences Among Ornamental Plant MSMES In Bogor City

Doni Sahat Tua Manalu, Nurlela Machmuddin, Liisa Firhani, Alfi Rahmawati, Leni Lidya, Maisya Salsa Maulida

Abstract


The rapid expansion of e-commerce has emerged as a strategic approach to strengthening the competitiveness of micro, small, and medium enterprises (MSMEs), including those operating in the ornamental plant agribusiness sector. This research seeks to examine the preferences of ornamental plant MSMEs regarding e-commerce adoption and to identify the most suitable implementation strategy in Bogor City. The study was carried out between January and October 2025, involving the entire population of ornamental plant MSMEs in Bogor City. A purposive sampling technique was applied, resulting in 30 MSME respondents. Primary data were obtained through structured questionnaires, supported by field observations and short interviews. The collected data were processed using conjoint analysis combined with descriptive statistical analysis. The findings indicate that attributes related to e-commerce platforms represent the most influential factors in e-commerce adoption, followed by transaction costs and payment systems. Facebook emerged as the most favored platform due to its high level of usability, promotional incentives such as vouchers or discounts, bank transfer payment options, and relatively low transaction fees ranging from 5–10%. Model validation results demonstrate a Pearson's r value of 0.871 and Kendall's tau coefficient of 0.719 at a significance level of 0.000, confirming strong accuracy and consistency of the model. The study concludes that platform compatibility, operational simplicity, and cost efficiency are critical determinants of successful e-commerce implementation among ornamental plant MSMEs. Accordingly, MSME actors are encouraged to enhance the utilization of social media as an effective and cost-efficient digital marketing channel.

Keywords


Conjoint analysis; E-commerce; MSMEs; Ornamental plants; Social Media

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DOI: http://dx.doi.org/10.52155/ijpsat.v58.2.8482

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