From Platform Adoption to Business Performance: Purchase Intention as a Mediating Mechanism among Mbizmarket-Based MSMEs

Ramlan A. Isa; Diajeng Reztrianti; Annisa Retno Utami; Andi Juanna

doi:10.70716/ecoma.v4i3.699

Authors

Ramlan A. Isa Department of Management, Universitas Negeri Gorontalo, Indonesia
Diajeng Reztrianti Department of Management, Universitas Krisnadwipayana, Indonesia
Annisa Retno Utami Department of Management, Universitas Sahid Jakarta, Indonesia
Andi Juanna Department of Management, Universitas Negeri Gorontalo, Indonesia

DOI:

https://doi.org/10.70716/ecoma.v4i3.699

Keywords:

Mbizmarket, MSME Business Performance, Purchase Intention, E-Procurement, B2B/B2G Platform

Abstract

This study examines the effect of Mbizmarket use on MSME business performance in Gorontalo Province, with purchase intention as a mediating variable. The topic is important because MSMEs remain a major pillar of regional economic development, yet their participation in digital procurement platforms remains limited. Although Gorontalo has more than 105,000 MSMEs, only 575 business actors were registered as Mbizmarket providers, indicating a low adoption rate. This condition highlights the need to understand whether B2B/B2G e-procurement platforms can improve MSME performance through MSME users' intention to conduct business-related purchases. This study used a quantitative explanatory design and surveyed 85 MSME actors who had used Mbizmarket. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Mbizmarket use positively affects business performance (β = 0.330, p < 0.001) and purchase intention (β = 0.526, p < 0.001). Purchase intention also positively affects business performance (β = 0.499, p < 0.001) and significantly mediates the relationship between Mbizmarket use and MSME performance (β = 0.262, p < 0.001). These findings indicate that digital platform use contributes to MSME performance not only through operational benefits but also through transaction intention. The study applies a TAM-informed perspective to digital platform use in a B2B/B2G e-procurement context. It offers practical implications for MSMEs, local governments, and platform managers to strengthen digital procurement participation and regional MSME competitiveness.

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