Simulasi Dinamika Adopsi Platform Marketplace Digital pada UMKM di Indonesia Menggunakan Pendekatan Agent-Based Model (ABM)

Sabella Prasista, Dana Azizah Rahmat, Dhiyan Septa Wihara, Hafid Kholidi Hadi

Abstract


Adopsi marketplace digital oleh UMKM di Indonesia masih terhambat rendahnya literasi digital dan tingginya persepsi biaya. Penelitian ini bertujuan menganalisis dinamika difusi adopsi marketplace menggunakan pendekatan Agent-Based Model (ABM). Model dikembangkan pada NetLogo dengan 100 agen UMKM dan memuat perceived benefit, perceived cost, social influence, readiness, skeptisisme, serta personal threshold sebagai variabel kunci. Simulasi dijalankan selama 180 tick pada tiga skenario, yaitu persepsi manfaat dan biaya, difusi sosial dan pengaruh peer, serta massa kritis adopter awal. Hasil simulasi menunjukkan dominasi persepsi manfaat atas biaya mempercepat adopsi, sementara ambang keputusan yang tinggi menghentikan adopsi sepenuhnya. Intensitas interaksi sosial terbukti mempercepat difusi melalui efek contagion, dengan selisih capaian 18% pada radius sempit dan 40% pada radius luas. Massa kritis adopter awal menentukan arah perilaku kolektif yang muncul, di mana 30 adopter awal menghasilkan cascade adopsi hingga 46% sedangkan 5 adopter awal berujung pada kegagalan difusi total. Temuan ini menunjukkan ABM mampu menangkap bagaimana perubahan perilaku individual berkembang menjadi pola kolektif, sekaligus menyediakan dasar evaluasi kebijakan percepatan adopsi marketplace pada UMKM.
Kata Kunci: agent-based model; adopsi marketplace; UMKM; social influence; difusi inovasi.

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References


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DOI: https://doi.org/10.37531/sejaman.v9i2.12682

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