Penerapan Metode UTAUT Pada Perilaku UMKM Dalam Pemanfaatan Website: Studi Kasus Pada CV. Lancar Jaya Food Boyolali

Abstract

CV. Lancar Jaya Food (LJF) is an Micro, Small Medium Enterprise (MSMEs) engaged in processed beef, namely shredded beef and beef jerky. This MSME already has a website that can be accessed locally and nationally. Business people must be able to rise and innovate by utilizing digital technology. With technology such as a website, it can be used as a means of marketing and promotion. The purpose of this study is to determine the use of the website by CV Lancar Jaya Food with the UTAUT (Unified Theory of Acceptance And Use of Technology) approach. UTAUT is a model to explain user behavior towards information technology. The research method used is descriptive with a qualitative approach to obtain more in-depth information from the informants. The research stages include planning, data collection, analysis and conclusions and recommendations. The results of the research that the use of the website plays a very important role in improving the performance of MSMEs.