| Abstrakt: |
Background: Today, the rapid development of IT and economic globalization have drastically changed consumption patterns and consumer demands, thus encouraging the emergence and development of e-commerce. This situation makes business owners consider customer-centric strategies apart from retail strategies to generate revenue. Objective: This study aims to develop a model of measuring tools to improve an e-commerce website for the Magetan leather crafts SMEs Methodology: This study employed a model of e-commerce success factors to explain in detail what factors influence the success of an e-commerce. This model was then developed by interviewing practitioners and entrepreneurs involved in the e-commerce business. The final step was to compare e-commerce websites of Magetan leather artisans and e- commerce websites the authors consider to have been successful in the market. Findings: From the results of the data analysis, it could be concluded that there are several attributes which are critical factors in the success of e-commerce websites. After conducting interviews and literature studies on the model, this study showed that Branding, Flexibility, Professional Social Media, Electronic Word of Mouth, Consistency, Support Multi- payment are factors that can be used as references for the success of e-commerce websites. Further research may be conducted by improving the e-commerce website with the proposed model based on answers from customers. Practical Implications: The findings of this study provided a measuring tool for achieving a competitive advantage over competitors. This study had managerial implications that can be used by agencies and managers of e-commerce owners, thus suggesting some improvement steps to get the customer market. Authenticity: Here, this study develops a model of e-commerce success factors by considering the unique combination of several factors obtained from practitioners and entrepreneurs in practice. [ABSTRACT FROM AUTHOR] |
