Title:
The Effect of Technology Characteristics on Merchant Competitiveness Through Task-technology Fit in CFD Solo Raya MSMEs

Authors:
Rizki Kurniawan, Wisnu Untoro, Indonesia

Abstract:

This study discusses the utilization of digital technology by Micro, Small and Medium Enterprises (MSMEs) in the Car Free Day (CFD) community-based public space of Greater Solo. The growing adoption of technologies such as QRIS, e-commerce, and Customer Relationship Management (CRM) among CFD merchants raises the question of whether the characteristics of these technologies can affect merchants' competitiveness. This study specifically examines whether task-technology fit (TTF) is an important mediator in the relationship. Few studies have evaluated how TTF plays a role in bridging the relationship between technology and competitiveness in informal community-based sectors such as CFDs. This study uses a causal quantitative approach by distributing questionnaires to 200 MSMEs operating in CFDs in Greater Solo. Data were collected directly through printed questionnaires and Google Forms during January-February 2025. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through the SmartPLS 4 application. The results showed that QRIS, e-commerce, and CRM have a positive and significant effect on TTF, and TTF has a significant effect on merchant competitiveness. TTF also significantly mediates the relationship between each technology and competitiveness. These findings indicate that the fit between technology and operational tasks is a key factor in improving the competitiveness of MSMEs. The practical implication of this study is the importance of appropriate technology selection, needs-based technical training, and policy support for MSMEs in the digitalization process, especially in community economic areas such as CFDs.

DOI: https://doi.org/10.51505/IJEBMR.2025.9607