This study aimed to address the underexplored area of the adoption of Business-to-Consumer (B2C) Commerce by Small and Medium Enterprises (SMEs). In addition, this study specifically focused on factors influencing B2C adoption by SMEs, its impact on marketing performance, and potential strategies for optimization. Recognizing the scarcity of quantitative studies on digitization's impact on SMEs, this study emphasized the need for a systematic understanding of these enterprises’ responses to e-commerce adoption. In line with the Technology-Organization-Environment (TOE) framework, the primary focus was on the continuous evaluation and optimization of e-commerce platforms, including AI integration, within core marketing strategies. Based on customer tech-savviness in the environmental dimension, adapting e-commerce strategies ensured a comprehensive approach in the evolving technological landscape. While providing valuable insights, several limitations, such as context-specific findings and potential response bias due to self-reported data were also identified. Consequently, future investigations were advised to include comparative studies between e-commerce-adopting and conventionally operating organizations, as well as explore perspectives of e-commerce users and consider industry-specific variations. This was pertinent because investigating e-commerce implementation in emerging technologies and platforms could offer insights into the dynamic landscape of digital business. In conclusion, this study contributed to the cognition of B2C Commerce adoption in SMEs, offering practical insights and strategic recommendations for leveraging technology to enhance marketing performance and overall business growth.

To increase salesperson performance, this study will examine how product knowledge, sales environment, and information suitability affect salesperson adaptation. Random sampling is the approach that is utilized for sampling. 115 respondents from small and medium-sized batik business salespeople in the city of Pekalongan made up the study's sample in Central Java, Indonesia. The AMOS 21 program uses structural equation modeling (SEM) as an analysis tool. According to the study's findings, salesperson adaptability is significantly positively influenced by product knowledge, significantly positively by the sales environment, significantly positively by information appropriateness, and significantly positively by salesperson performance.

The purpose of this research is to find a research gap solution between relational capital and marketing performance. This research uses small and medium enterprises (SMEs) networking as a mediating variable, and adds technology capability and new product development as an expansion of research. The research method uses Structural Equation Modeling to test hypotheses and uses WarpPLS 4.0 in data analysis. Simple random sampling is conducted to 170 respondents as owners or managers of SMEs in Indonesia. The findings of this study indicate that the SME networking is an appropriate mediating variable between relational capital and marketing performance since there is a significant effect of relational capital on SMEs networking directly and also a significant effect of SME networking to marketing performance, directly. However, there is no significant effects of technology capability to SMEs networking and also no significant influence from technology capability to new product development. Likewise, there is no significant influence of new product development to marketing performance. This research is very important for SMEs in Indonesia as a solution for facing problems in the future.

Heading towards a cashless society, consumers have undergone a significant shift toward mobile payment services after COVID-19. The proliferation of various mobile payment applications has resulted in low consumer loyalty to mobile payment providers. Thus, continuance intention of mobile payments becomes crucial for mobile payment providers. The integration of UTAUT2 and the dedication-constraint-based mechanism are adopted to elaborate approach in retaining customers. The dedication mechanism is built by examining antecedents of satisfaction. Meanwhile, the constraint mechanism is driven by switching costs, preceded by habit and economic incentives. A total of 297 mobile payment users participated by filling out questionnaires in a field survey. The results show that the dedication mechanism dominates in creating satisfaction by increasing perceived usefulness, while the constraint mechanism is more influenced by habit than economic incentives. This research provides insights for mobile payment providers to enhance satisfaction by understanding consumers' needs in using mobile payments and to increase switching costs by fostering habit, thereby encouraging continuance intention of mobile payments in the future.