Penerapan TAM untuk Meningkatkan Adopsi Cloud Kitchen oleh UMKM Jabodetabek

https://doi.org/10.35912/simo.v6i2.4474
Published: Jul 17, 2025

Abstract:

Purpose: This study aims to examine the factors influencing the adoption of cloud kitchen technology by micro, small, and medium enterprises (MSMEs) in the Greater Jakarta area (Jabodetabek) using the Technology Acceptance Model (TAM). The focus is on understanding the roles of perceived usefulness, ease of use, perceived benefits, value, risk, and technological knowledge in shaping adoption decisions.

Methodology/approach: This research employs a quantitative approach through structured surveys distributed to MSME owners in Jabodetabek. The survey assessed TAM-based variables, such as perceived usefulness and ease of use, along with contextual variables, including perceived benefit, perceived value, perceived risk, and knowledge of technology.

Results/findings: The findings reveal that perceived usefulness and perceived ease of use significantly affect MSMEs’ willingness to adopt cloud kitchen technology. These perceptions are shaped by enterprises' level of technological knowledge, assessment of benefits and value, and risk perception. Cloud kitchens are perceived to offer operational efficiency, lower overhead costs, and broader distribution channels, making them attractive options for MSMEs in competitive markets.

Conclusion: MSMEs’ understanding and perception of cloud kitchens’ ease of use and practical benefits significantly influence their adoption. Increasing digital literacy is key to accelerating adoption.

Limitations: This study is limited to MSMEs in Jabodetabek, which may restrict the applicability of the results to other regions or business environments.

Contribution: This study provides strategic insights for MSMEs, policymakers, and technology developers to support digital transformation in the food service industry.

Keywords:
1. Cloud Kitchen
2. Digitalization
3. MSMEs
4. Technology Adoption
5. Technology Acceptance Model
Authors:
1 . Anung Titra Kurnia
2 . Ringkar Situmorang
3 . Krist Ade Sudiyono
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How to Cite
Kurnia, A. T., Situmorang, R., & Sudiyono, K. A. . (2025). Penerapan TAM untuk Meningkatkan Adopsi Cloud Kitchen oleh UMKM Jabodetabek. Studi Ilmu Manajemen Dan Organisasi, 6(2), 363–380. https://doi.org/10.35912/simo.v6i2.4474
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Issue & Section
Vol. 6 No. 2 (2025): Juli
Articles
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References

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    Amin, N. F., Garancang, S., & Abunawas, K. (2023). Konsep Umum Populasi dan Sampel dalam Penelitian. PILAR, 14(1), 15-31.

    Chen, B., Chang, Y., Wang, B., Zou, J., & Tu, S. (2024). Technology acceptance model perspective on the intention to participate in medical talents training in China. Heliyon.

    Duarte, P., Silva, S. C., Roza, A. S., & Dias, J. C. (2024). Enhancing Consumer Purchase Intentions for Sustainable Packaging Products: An In-Depth Analysis of Key Determinants and Strategic Insights. Sustainable Futures, 100193.

    Fridayani, H. D., Iqbal, M., & Atmojo, M. E. (2021). Cloud kitchen: strategy for Indonesian culinary business (smes) growth during and post pandemic era. Management Research and Behavior Journal, 1(2), 41-46.

    Garg, P., Gupta, B., Chauhan, A. K., Sivarajah, U., Gupta, S., & Modgil, S. (2021). Measuring the perceived benefits of implementing blockchain technology in the banking sector. Technological forecasting and social change, 163, 120407.

    Guggemos, J., & Seufert, S. (2021). Teaching with and teaching about technology–Evidence for professional development of in-service teachers. Computers in Human Behavior, 115, 106613.

    Gupta, S., Kushwaha, P. S., Badhera, U., Chatterjee, P., & Gonzalez, E. D. S. (2023). Identification of benefits, challenges, and pathways in E-commerce industries: An integrated two-phase decision-making model. Sustainable Operations and Computers, 4, 200-218.

    Haefner, N., Parida, V., Gassmann, O., & Wincent, J. (2023). Implementing and scaling artificial intelligence: A review, framework, and research agenda. Technological Forecasting and Social Change, 197, 122878.

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    Sharkey, A., Kovacs, B., & Hsu, G. (2023). Expert critics, rankings, and review aggregators: The changing nature of intermediation and the rise of markets with multiple intermediaries. Academy of Management Annals, 17(1), 1-36.

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    Sinha, N., & Singh, N. (2023). Moderating and mediating effect of perceived experience on merchant’s behavioral intention to use mobile payments services. Journal of Financial Services Marketing, 28(3), 448-465.

    Sitorus A, Avianti F, Gultom M, Tritama R, Andini V. 2021. Rise of the virtual kitchen. Savills Research: Market in Minutes.

    Sitorus, N., & Leonardo, A. (2021). Sosialisasi Perkembangan Usaha Food And Beverage Di Masa Pandemi Covid-19 Kepada Siswa-Siswi Smk Pariwisata. Indonesian Journal of Community Service, 1(1), 134-147.

    Turin, T. C., Raihan, M., & Chowdhury, N. (2024). Paradigms of approaches to research. Bangabandhu Sheikh Mujib Medical University Journal, 17(2), e73973-e73973.

    Wang, C., Wang, Y., Wang, J., Xiao, J., & Liu, J. (2021). Factors influencing consumers’ purchase decision-making in O2O business model: Evidence from consumers’ overall evaluation. Journal of Retailing and Consumer Services, 61, 102565.

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    Website

    Badan Pusat Statistik. (2023). Laju pertumbuhan PDB (seri 2010). https://www.bps.go.id/indicator/11/104/2/-seri-2010-laju-pertumbuhan-pdb-seri-2010.html

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  1. Referensi
  2. Ahmed, S., Saad, A. T., Chowdhury, S. R., Sobhani, F. A., Hassan, M. S., & Islam, M. A. (2024). Impact of marketing mix elements on the brand equity of online food delivery services: an emerging economy perspective. Cogent Business & Management, 11(1), 2380018.
  3. Akdim, K., Casaló, L. V., & Flavián, C. (2022). The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps. Journal of Retailing and Consumer Services, 66, 102888.
  4. Amin, N. F., Garancang, S., & Abunawas, K. (2023). Konsep Umum Populasi dan Sampel dalam Penelitian. PILAR, 14(1), 15-31.
  5. Chen, B., Chang, Y., Wang, B., Zou, J., & Tu, S. (2024). Technology acceptance model perspective on the intention to participate in medical talents training in China. Heliyon.
  6. Duarte, P., Silva, S. C., Roza, A. S., & Dias, J. C. (2024). Enhancing Consumer Purchase Intentions for Sustainable Packaging Products: An In-Depth Analysis of Key Determinants and Strategic Insights. Sustainable Futures, 100193.
  7. Fridayani, H. D., Iqbal, M., & Atmojo, M. E. (2021). Cloud kitchen: strategy for Indonesian culinary business (smes) growth during and post pandemic era. Management Research and Behavior Journal, 1(2), 41-46.
  8. Garg, P., Gupta, B., Chauhan, A. K., Sivarajah, U., Gupta, S., & Modgil, S. (2021). Measuring the perceived benefits of implementing blockchain technology in the banking sector. Technological forecasting and social change, 163, 120407.
  9. Guggemos, J., & Seufert, S. (2021). Teaching with and teaching about technology–Evidence for professional development of in-service teachers. Computers in Human Behavior, 115, 106613.
  10. Gupta, S., Kushwaha, P. S., Badhera, U., Chatterjee, P., & Gonzalez, E. D. S. (2023). Identification of benefits, challenges, and pathways in E-commerce industries: An integrated two-phase decision-making model. Sustainable Operations and Computers, 4, 200-218.
  11. Haefner, N., Parida, V., Gassmann, O., & Wincent, J. (2023). Implementing and scaling artificial intelligence: A review, framework, and research agenda. Technological Forecasting and Social Change, 197, 122878.
  12. Hair, J.F., Hult, G.T.M., Ringle, C.M. and Sarstedt, M. (2018). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd Edition, Sage Publications Inc., Thousand Oaks, CA.
  13. Hakim, M. P., Libera, V. M. D., Zanetta, L. D. A., Nascimento, L. G. P., & da Cunha, D. T. (2022). What is a dark kitchen? A study of consumer’s perceptions of deliver-only restaurants using food delivery apps in Brazil. Food research international, 161, 111768.
  14. Ibrahim, M. B., Sari, F. P., Kharisma, L. P. I., Kertati, I., Artawan, P., Sudipa, I. G. I., ... & Lolang, E. (2023). Metode Penelitian Berbagai Bidang Keilmuan (Panduan & Referensi). PT. Sonpedia Publishing Indonesia.
  15. Iriani, S. S., & Andjarwati, A. L. (2020). Analysis of perceived usefulness, perceived ease of use, and perceived risk toward online shopping in the era of Covid-19 pandemic. Systematic Reviews in Pharmacy, 11(12), 313-320.
  16. Istiatin, I., & Marwati, F. S. (2021). Sosialisasi Berbagai Peluang Usaha Umkm Dan Ekonomi Kreatif Di Era New Normal Di Dusun Pinggir Desa Telukan Sukoharjo. Budimas: Jurnal Pengabdian Masyarakat, 3(1), 129-140.
  17. Jiang, Y., Balaji, M. S., & Lyu, C. (2024). Cultivating initial trust in ghost kitchens: A mixed-methods investigation of antecedents and consequences. International Journal of Hospitality Management, 119, 103727.
  18. Kalangi, L. S., & Rorimpandey, B. (2022). Metode Penelitian Sosial ekonomi Peternakan.
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  20. Laudon, C. Keneth, Laudon, Jane P. 2007. Sistem Informasi Manajemen Mengelola Perusahaan Digital. Jakarta : Salemba Empat,
  21. Lew, S. L., Lau, S. H., & Leow, M. C. (2019). Usability factors predicting continuance of intention to use cloud e-learning application. Heliyon, 5(6).
  22. Park, E. S., & Park, M. S. (2020). Factors of the technology acceptance model for construction IT. Applied Sciences, 10(22), 8299.
  23. Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101–134
  24. Ramadass, D. D., & Shah, P. M. (2022). Knowledge, attitude and use of information communication technology (ICT) among English language teachers. Creative Education, 13(2), 658-674.
  25. Samudro, A., Sumarwan, U., Simanjuntak, M., & Yusuf, E. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters, 10(5), 1077-1084.
  26. Sarjana, S., Susandini, A., Azmi, Z., Ratnasari, K., Luhgiatno, L., Noviany, H., & Setyowati, L. (2022). Manajemen UMKM (Konsep dan Strategi di Era Digital).
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  28. Sharkey, A., Kovacs, B., & Hsu, G. (2023). Expert critics, rankings, and review aggregators: The changing nature of intermediation and the rise of markets with multiple intermediaries. Academy of Management Annals, 17(1), 1-36.
  29. Siagian, H., Tarigan, Z. J. H., Basana, S. R., & Basuki, R. (2022). The effect of perceived security, perceived ease of use, and perceived usefulness on consumer behavioral intention through trust in digital payment platform (Doctoral dissertation, Petra Christian University).
  30. Sinha, N., & Singh, N. (2023). Moderating and mediating effect of perceived experience on merchant’s behavioral intention to use mobile payments services. Journal of Financial Services Marketing, 28(3), 448-465.
  31. Sitorus A, Avianti F, Gultom M, Tritama R, Andini V. 2021. Rise of the virtual kitchen. Savills Research: Market in Minutes.
  32. Sitorus, N., & Leonardo, A. (2021). Sosialisasi Perkembangan Usaha Food And Beverage Di Masa Pandemi Covid-19 Kepada Siswa-Siswi Smk Pariwisata. Indonesian Journal of Community Service, 1(1), 134-147.
  33. Turin, T. C., Raihan, M., & Chowdhury, N. (2024). Paradigms of approaches to research. Bangabandhu Sheikh Mujib Medical University Journal, 17(2), e73973-e73973.
  34. Wang, C., Wang, Y., Wang, J., Xiao, J., & Liu, J. (2021). Factors influencing consumers’ purchase decision-making in O2O business model: Evidence from consumers’ overall evaluation. Journal of Retailing and Consumer Services, 61, 102565.
  35. Yang, Y., Gong, Y., Land, L. P. W., & Chesney, T. (2020). Understanding the effects of physical experience and information integration on consumer use of online to offline commerce. International Journal of Information Management, 51, 102046.
  36. Website
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  38. Espos.id. (2021). Mengenal Rebel Food, layanan food-on-demand dari India yang digandeng Gojek. Diakses pada 19 Desember 2024, dari https://bisnis.espos.id/mengenal-rebel-food-layanan-food-on-demand-dari-india-yang-digandeng-gojek-1065932.
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  40. Hybrid.co.id. (2021). Industri cloud kitchen di Indonesia: Solusi kompetisi. Diakses pada 20 Desember 2024, dari https://hybrid.co.id/post/industri-cloud-kitchen-indonesia-solusi-kompetisi
  41. Katadata. (2020). Usaha mikro tetap merajai UMKM, berapa jumlahnya? https://databoks.katadata.co.id/datapublish/2023/10/13/usaha-mikro-tetap-merajai-umkm-berapa-jumlahnya
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  43. Sandi, F. (2021, Juli 21). Bertumbangan! 1.500 restoran berdarah-darah, tutup total. CNBC Indonesia. https://www.cnbcindonesia.com/news/20210721165843-4-262556/bertumbangan-1500-restoran-berdarah-darah-tutup-total
  44. Triwijanarko. (2019). 58% konsumen pesan makanan via aplikasi online. https://www.marketeers.com/58-konsumen-pesan-makanan-via-aplikasi-online/