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.

This study examines the link between employee competency, creativity, and performance in generating product competitiveness in the weaving industry. It also analyzed the moderating role of time sufficiency in reinforcing employee performance and product competitiveness. This study was designed quantitatively by administering a questionnaire to 662 employees from 331 weaving SMEs in Indonesia using structural equation modelling. The analysis revealed that employee competency positively affects creativity, performance, and product competitiveness. Additionally, time sufficiency was confirmed as moderator in strengthening the linkage between employee creativity, performance, and product competitiveness.

The purpose of this study is to explain the role of international networks in mediating the effect of internet technology capabilities and international entrepreneurship orientation on export performance. The population of this research is creative industry SMEs that have been exporting for at least the last 3 years in Bali. The size of the sample used was 170 managers of creative industry SMEs exporters with a purposive sampling method. The analytical technique used is Path Analysis using SEM-PLS. The results show that the internet technology capabilities have a positive and significant effect on export performance. International entrepreneurship orientation also has a positive and significant impact on export performance. Furthermore, the internet technology capabilities have a positive and significant impact on international networking; international entrepreneurship orientation also has a positive and significant impact on international networking; and international networking affects export performance. In addition, international networking is able to mediate the effect of internet technology capabilities and international entrepreneurship orientation on export performance. Therefore, it is important for SMEs of creative industry exporters in Bali to develop their internet technology capabilities and improve their international entrepreneurial orientation in order to be able to build wider international networks and have an impact on increasing export performance.

The program to reduce plastic waste is supported by all sectors of businesses, through some efforts to prevent using plastic bags in every store shopping and prompt using better alternatives. This study aims to find out whether the application of the theory of planned behavior departs from the knowledge of the influence of environmental awareness and leads to interest in the use of reusable bags. Quantitative methods used in this study includes the determination of samples with non-probability techniques, namely purposive sampling. The research instrument was an online questionnaire of 300 respondents in Bali, who had never used a repetitive shopping bag. Data were analyzed using Structural Equation Modeling with the SmartPLS application. The application of the theory of planned behavior shows that testing knowledge of the environment and environmental stewardship gives a positive attitude and becomes a control behavior and interest in the use of reusable bag products. However, it is different from Subjective Norms which do not have a significant influence on the interest in using reusable bags. So, it is a concern for the government to always provide socialization, knowledge and environmental awareness about the importance of protecting the environment by using non-disposable shopping bags, and also business owners or marketing management to provide more reusable bags.

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.

The objectives of this paper was to explain the effect of the variables trust, PBC, subjective norm, perceived quality, and re-usage intention on attitude and re-usage intention. This study's population consisted of Indonesians who visited the COVID-19 website to learn more about the progress of COVID-19. With the purposive sampling strategy, the sample size was as large as 238 participants. Path Analysis with the SEM-PLS approach was employed as the analytical technique. The findings revealed that trust, subjective norm, and perceived quality all had a positive and significant effect on attitudes when using the COVID-19 website, although PBC had a favorable but small effect. Furthermore, attitude influences intention to use in a positive and significant way.

Social media technology as borderless media has made it easier for small and medium-sized businesses (SMEs) to interact with their customers. The application of social media has impacted the operation and information sharing of SMEs, allowing them to develop innovation opportunities, to meet customer needs, and to improve firm performance. This study examined the influence of social media use on business networking quality and product innovativeness of SMEs. The data for this cross-sectional study were gathered from jewelry crafting SMEs in Bali, Indonesia using the survey method. The data were analyzed using the covariance-based statistical analysis technique with SPSS via AMOS 23. The results indicate that, while the direct link between social media adoption and firm performance is not significant, this path is fully mediated through business networking quality and product innovativeness. Hence, these SMEs should leverage their social media adoption due to strong business networking quality and product innovativeness enabling competitive advantage that heightens firm performance. Firm-level product innovation can harness the economic performance of the SMEs. The study limitations and future research endeavors are presented at the end of this paper.

Social media empowers small and medium enterprises (SMEs) in engaging with their stakeholders economically and effectively. Social media use affects SMEs operation and knowledge sharing which creates innovation opportunities, speeds time to market, satisfies firm's customers, and improves business performance. Current research aims to explore the impact of social media use on the market entry agility, product innovativeness, reducing the market entry time for the SME and improving the firm performance. Cross-sectional survey-based data was collected from the jewelry crafting SMEs in Bali, Indonesia. The data was analyzed with the covariance-based statistical analysis technique with the SPSS based AMOS 23. The study results identify that social media use and market entry agility significantly impact firm performance. However, product innovativeness insignificantly influences firm performance. Furthermore, the market entry agility mediates for the firm performance so, SMEs need to leverage social media use, and market entry agility enables the dynamic capacity to enhance firm performance. Firms’ level innovativeness capability should be considered as a mediating role but should support another variable to leverage firm performance. The study limitation and future research options are reported at the end.