Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 14.
Nomor 04.
PP 557-565 The Role of JASTIP in E-Marketplace Adoption: A UTAUT Model Analysis with Gender as a Moderator in West Papua Arniawati .
Dedi I.
Inan.
Ratna Juita.
Muhamad Indra.
Department of Informatics.
, .
, .
University of Papua Manokwari.
Papua Barat.
Indonesia 202165041@student.
, d.
inan@unipa.
, r.
juita@unipa.
, m.
indra@unipa.
AbstractAi E-marketplaces play a pivotal role in IndonesiaAos digital economic transformation.
however, infrastructural limitations, high logistical costs, and low levels of technological literacy hinder their adoption in West Papua Province.
Jasa Titip (JASTIP) represents an informal digital facilitation mechanism that enables communities to collectively and affordably access emarketplace products.
ImportanceAePerformance Map Analysis (IPMA) is used to identify strategic intervention priorities for emarketplace adoption in West Papua using an expanded Unified Theory of Acceptance and Use of Technology (UTAUT) The moderating influence of gender in communitybased social support is examined.
PLS-SEM was used to analyze data from 177 respondents.
Results show that enabling environments, hedonic incentives, and social influence greatly affect behavioural intention and utilization.
Gender also moderates social impact and behavioural intention, highlighting its function in adoption.
The model explains 62.
1% of behavioural intention and 66.
2% of use behaviour.
Policymakers and emarketplace stakeholders should learn from these results about the necessity of inclusive initiatives that account for genderspecific adoption habits.
Moreover, they highlight the critical role of JASTIP practices in overcoming structural barriers to digital access in underserved regions.
KeywordsAi E-marketplace.
Facilitating Conditions.
JASTIP.
Moderating Effect of Gender.
Unified Theory of Acceptance and Use of Technology INTRODUCTION In the era of the global digital economy, e-marketplaces have become a central driver of trade system transformation worldwide, including in Indonesia.
Platforms such as Tokopedia and Shopee improve transaction efficiency, expand market access, and create new opportunities for small and micro-entrepreneurs .
In Indonesia, the sectorAos growth is further supported by rising internet penetration and the rapid adoption of digital devices .
However, this digital transformation is unevenly distributed.
West Papua, as one of IndonesiaAos easternmost provinces, continues to face substantial challenges, including high logistics costs, inadequate digital infrastructure, and low technological Recent statistics indicate that internet penetration in Papua and West Papua remains significantly below the national average, underscoring the urgency of addressing regional disparities in digital access.
Under such conditions, local communities have developed adaptive, community-based approaches to remain connected to the national digital While existing studies on technology adoption are extensive, few address structural barriers, such as logistical constraints and unequal digital access, in underdeveloped regions like West Papua.
One such organically emerging approach is Jasa Titip (JASTIP), which operates as an informal mechanism of digital facilitation and a collective strategy to reduce the costs of accessing e-marketplace products.
JASTIP emerged as a response to the high shipping fees and logistical limitations faced by communities in West Papua.
By consolidating multiple orders into a single shipment and leveraging social networks, it enables significant cost reductions.
For instance, goods ordered via e-marketplaces are often delivered first to JASTIP agents in Jakarta, who then forward consolidated shipments to West Papua via cargo ships or pioneer aircraft.
This arrangement distributes shipping costs among multiple buyers, making the process more affordable compared to individual deliveries.
Beyond cost savings.
JASTIP also fosters social support that sustains digital participation.
Despite its practical significance.
JASTIP has received limited academic attention, creating a notable gap in the literature on communitybased strategies for overcoming structural barriers to technology adoption.
UTAUT and other digital technology adoption models emphasise user-technology interactions .
These frameworks do not sufficiently account for the role of informal facilitators like JASTIP, which complement or substitute for formal infrastructure in low-access communities.
To address this limitation, the present study proposes an extended UTAUT model .
, incorporating JASTIP into the AuFacilitating ConditionsAy construct while adding variables such as AuPerceived Cost.
Ay These extensions more accurately capture the realities of West Papuan communities, where affordability and DOI : 10.
32736/sisfokom.
Copyright A2025 Submitted: August 2, 2025.
Revised: September 30, 2025.
Accepted: October 2, 2025.
Published: October 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 14.
Nomor 04.
PP 557-565 interpersonal trust are critical to technology adoption.
The model is ideal for studying JASTIP's adaptive, communitybased social assistance.
According to Khechine et .
, gender may moderate the association between community-based support and technological adoption.
This perspective resonates with calls for context-sensitive revisions of UTAUT, especially for regions with limited digital accessibility.
From the literature review, this study identifies three key research gaps.
First, little is known about informal digital inclusion practices such as JASTIP in West Papua.
Second, the UTAUT paradigm does not explicitly incorporate informal facilitators as enabling conditions.
Third, no adoption model emphasizes the role of community-based social support in shaping usersAo behavioural intentions and usage of digital In addition, prior research has rarely addressed the practical barriers to adoption in low-infrastructure settings.
bridge these gaps, the study integrates Perceived Cost and Perceived Trust into the model, as these constructs are particularly relevant in contexts where geographic and economic constraints complicate digital transactions .
, .
Previous studies confirm that cost and trust perceptions strongly influence technology adoption, especially in developing or structurally limited environments.
This research also strengthens its contribution by employing ImportanceAe Performance Map Analysis (IPMA), a tool rarely applied in community-based adoption studies, to prioritize interventions and identify the most impactful factors for digital inclusion This study contributes theoretically by extending the UTAUT model through the integration of informal social facilitation within low-access communities and by introducing IPMA as a framework for prioritizing intervention strategies.
Practically, the findings may assist policymakers and community leaders in designing localized digital literacy programs that recognize the role of JASTIP agents.
This study addresses a significant gap in the literature and provides a more relevant viewpoint to countries facing severe structural issues than previous studies that focused on well-established digital ecosystems.
II.
THEORETICAL BACKGROUND
Unified Theory of Acceptance Use of Technology (UTAUT) UTAUT by Venkatesh et al.
supports this .
The paradigm says performance expectation, effort expectancy, social influence, and enabling variables impact technology use and Hedonic incentive and perceived cost were added to UTAUT2 using digital technologies .
The UTAUT framework is particularly relevant for this study as it effectively captures external factors influencing technology adoption, including community-driven practices such as JASTIP.
Nevertheless, prior research has not sufficiently examined JASTIP as a distinct form of facilitating condition that supports e-marketplace adoption in low-infrastructure contexts.
This study aims to address that gap by integrating JASTIP into the UTAUT framework.
JASTIP as a Facilitating Conditions Jasa Titip (JASTIP) is a community-based social practice that has emerged in response to limited digital infrastructure and high logistics costs in regions such as West Papua.
consolidating consumer orders into collective shipments using public transportation such as cargo ships and small regional aircraft JASTIP functions as an informal form of digital This practice enables communities to access emarketplace products at lower costs while simultaneously strengthening local social networks, which serve as a key foundation in overcoming structural barriers to technology According to the UTAUT.
JASTIP is enabling conditions, or external assistance for technology usage .
However, unlike formal infrastructure.
JASTIP represents a non-formal and adaptive form of support, effectively substituting for digital logistics systems that are not yet widely available.
Moreover, trust in JASTIP facilitators who typically come from the same social environment plays a critical role in fostering user confidence in online transactions, particularly among individuals with limited digital literacy.
Thus.
JASTIP serves as a contextual example of facilitating conditions within a community-based digital ecosystem.
Gender Roles in Technology Gender roles have historically affected technology uptake.
Men and women use digital technology for different reasons, according to many research.
For example, social impact strongly influences mobile banking adoption intentions, especially among women .
This implies that social recommendations might impact technology adoption, particularly among women.
Gender may also modify the link between performance expectation, effort expectancy, and social impact on technology adoption intention, especially in developing nations' e-learning .
They found that women prioritize social considerations and simplicity of use, whereas males prioritize technical Therefore, this study adopts gender as a moderating variable to explore how perceptions differ between men and women in using e-marketplaces, especially in the context of the presence of JASTIP as a supporting factor.
Importance-Performance Map Analysis (IPMA) in UTAUT Research IPMA considers research model build importance and IPMA maps these two characteristics to assist researchers prioritize performance improvements .
The Unified Theory of Acceptance and Use of Technology (UTAUT) model examines how performance expectations, effort expectations, societal effect, and enabling variables influence technology adoption using IPMA .
IPMA helps researchers identify elements with a big impact but poor performance, needing more attention.
The application of IPMA in the adoption strategy of emarketplaces through JASTIP provides additional insights into the key factors that need to be improved to increase user DOI : 10.
32736/sisfokom.
Copyright A2025 Submitted: August 2, 2025.
Revised: September 30, 2025.
Accepted: October 2, 2025.
Published: October 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 14.
Nomor 04.
PP 557-565 adoption and satisfaction.
For example, if performance expectations are of high importance but performance is low, then efforts should be focused on improving that aspect to encourage wider adoption.
Thus.
IPMA helps in formulating more effective and efficient strategies in optimizing the factors that influence e-marketplace adoption through JASTIP.
RESEARCH METHODOLOGY
Research Model and Hypotheses Development This research uses UTAUT to present JASTIP as a Facilitating Conditions for e-marketplace adoption.
Hedonic incentive, perceived cost, and social impact drive behavioural intention and use behaviour, using gender as a moderating variable to study gender perception differences.
The UTAUT implies behavioural intention promotes tech adoption .
The model examines how these factors shape e-marketplace adoption via JASTIP and provides strategic insights for developing e-marketplaces in emerging regions.
Fig.
Research Model ) The Influence of Hedonic Motivation on Behavioural Intention and Use Behaviour.
Hedonic motivation the pleasure customers get from utilizing an e-marketplace influences use and behavioural The UTAUT2 model shows that hedonic motivation greatly influences technology usage, especially in consumers .
Recent studies show that people are more inclined to utilize e-marketplaces when purchasing is fun .
Moreover, the enjoyment users experience not only drives current usage but also reinforces their intention to continue using the platform .
These findings indicate that hedonic drive plays a significant role in promoting the adoption and continued use of e-marketplaces.
Based on these insights, the following hypotheses are proposed:
H1: Hedonic motivation significantly influences use behaviour in the adoption of e-marketplaces.
H2: Hedonic motivation significantly influences behavioural intention in the adoption of emarketplaces.
) The Influence of Perceived Cost on Behavioural Intention and Use Behaviour.
Perceived cost is a critical factor that influences both users actual behaviour and their behavioural intention when adoption an e-marketplace.
High perceived costs such as shipping or transaction fees can discourage frequent us the platform .
Conversely, when users perceive the associated costs as low, their intention to adopt the technology tends to increase .
Therefore, perceived cost not only affects users actual engagement with emarketplaces but also shapes their continued intention to use Based on this, the following hypotheses are proposed:
H3: Perceived cost significantly influences use behaviour in the adoption of e-marketplaces.
H4: Perceived cost significantly influences behavioural intention in the adoption of e-marketplaces.
) The Influence of Social Influence on Behavioural Intention and Use Behaviour Social influence plays a significant role in shopping both the usage behaviour and intention of e-marketplace Social recommendations from friends, family, and the broader community have been shown to strongly affect user engagement with e-commerce platforms .
Additionally, social pressure and encouragement from close social circles can further enhance technology adoption .
Overall, social influence not only guides consumers decisions to use e-marketplace but also reinforces their intention to continue using them.
Based on these findings, the following hypotheses are proposed:
H5: Social influence significantly influences use behaviour in the adoption of e-marketplaces.
H6: Social influence significantly influences behavioural intention in the adoption of e-marketplaces.
) The Influence of Facilitating Conditions on Behavioural Intention and Use Behaviour.
Infrastructure and technological support significantly influence the use and purpose of e-marketplaces.
Favorable conditions have been shown to enhance users engagement with technology .
Moreover, the availability of resources and technical support increases users intention to adopt technology .
Thus, facilitating conditions not only drive actual usage but also strengthen users intention to continue engaging with e-marketplaces.
Accordingly, the following hypotheses are proposed:
H7: Facilitating conditions significantly influence use behaviour in the adoption of e-marketplaces.
H8: Facilitating conditions significantly influence behavioural intention in the adoption of emarketplaces.
) The Influence of Behavioural Intention on Use Behaviour.
Use behaviour is strongly associated with behavioural intention, patterns of technology usage have been shown to be significantly influenced by users intention .
, .
The desire to continue using an e-marketplace often leads to more frequent transactions, thereby increasing actual usage.
Thus, behavioural intention serves as a bridge between users motivations and their real world action in adopting emarketplaces.
Therefore, the following hypotheses is DOI : 10.
32736/sisfokom.
Copyright A2025 Submitted: August 2, 2025.
Revised: September 30, 2025.
Accepted: October 2, 2025.
Published: October 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 14.
Nomor 04.
PP 557-565 H9: Behavioural intention significantly influences use behaviour in the adoption of e-marketplaces.
thereby improving the quality and generalizability of the ) Moderating Effect of Gender In studies on technology adoption, gender has been identified as a moderating variable.
It has been shown that gender influences psychological traits and user behaviour .
Men are generally more responsive to functional aspects such as performance expectancy, while effort expectancy.
Additionally, recent studies suggest that men tend to adopt new technologies more quickly, whereas women are sensitive to perceived risk and cost .
Building on these insights, this study proposes gender as a moderating variable in the context of e-marketplace adoption, particularly regarding JASTIP (Jasa Titi.
Since JASTIP involves purchasing goods through intermediaries, men and women may perceive these services differently, potentially affecting their adoption decisions.
Accordingly, the hypotheses are proposed:
H10: Gender moderates the relationship between hedonic motivation and use behaviour in the adoption of emarketplaces.
H11: Gender moderates the relationship between hedonic motivation and behavioural intention in the adoption of e-marketplaces.
H12: Gender moderates the relationship between perceived cost and use behaviour in the adoption of e-marketplaces.
H13: Gender moderates the relationship between perceived cost and behavioural intention in the adoption of e-marketplaces.
H14: Gender moderates the relationship between social influence and use behaviour in the adoption of emarketplaces.
H15: Gender moderates the relationship between social influence and behavioural intention in the adoption of e-marketplaces.
H16: Gender moderates the relationship between facilitating conditions and use behaviour in the adoption of e-marketplaces.
H17: Gender moderates the relationship between facilitating conditions and behavioural intention in the adoption of e-marketplaces.
Data collection took place over approximately two weeks, from October 29 to November 15, 2024.
The online survey link was distributed, resulting in participation from 177 respondents.
The study focuses on the West Papua region, with respondent characteristics including gender, age range, and highest educational attainment.
Detailed respondent profiles are presented in Table 1.
Sample This survey addresses all Indonesian JASTIP digital transaction ensurers.
The technique guarantees participants satisfy requirements.
JASTIP adoption characteristics were obtained using Google Forms surveys.
Non-probability sampling selected voluntarily respondents.
As advised by past methodological research .
Data was analysed using PLS-SEM.
G*Power software was used to analyse the study's statistical validity with an effect size of 0.
15, alpha significance level of 5%, statistical power of 95%, and nine predictor variables.
Calculations showed a minimum sample size of 75 responses .
However, to enhance reliability, this study successfully collected data from 177 respondents, exceeding the minimum requirement and TABLE I.
Description of Demographic Respondents Category Item
Total
Percentage Gender
Male
40,8%
Female 59,2% < 17 years old
5,8%
Age
18-35 years old
85,2%
8,5%
> 50 years 0,4% SMA / SMK / 50,2% Equivalent Diploma
12,1%
Last
Bachelor
32,3%
Education Master
1,3%
More Analysis Method The proposed structural model's complex latent variable relationships were investigated using PLS-SEM.
Variancebased PLS-SEM optimizes explained variance, making it appropriate for exploratory and predictive research with small sample sizes or non-normal data distribution .
PLS-SEM
can handle complicated models with many constructs and indicators and loosen data distribution assumptions better than CB-SEM .
Given these benefits.
PLS-SEM was used to assess this study's variables' validity, reliability, and structural IV.
RESULTS AND ANALYSIS
Measurement Model Evaluation To guarantee construct reliability and validity, the measurement model was rigorously evaluated before examining structural correlations among variables.
The Loading Factors (LF) for each indication were examined first.
Indicators with LF values over 0.
70 were kept because they strongly contributed to latent components .
Cronbach's Alpha (CA) and Composite dependability (CR) measured construct indicator internal consistency and construct Reliability was established when CA and CR values above 0.
70, indicating that measurement items consistently represented the concept .
Validity converges and discriminates examined idea validity and reliability.
Convergent validity was assessed using AVE.
At 0.
50, the notion explained at least 50% of indicator To assess discriminant validity, the Fornell-Larcker Criterion compares each construct's square root AVE to its correlations with others.
Latent components are discriminant when the square root of the AVE exceeds inter-construct DOI : 10.
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Copyright A2025 Submitted: August 2, 2025.
Revised: September 30, 2025.
Accepted: October 2, 2025.
Published: October 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 14.
Nomor 04.
PP 557-565 correlations .
Table 2 lists constructs, measures, and confirmatory analysis results.
TABLE II.
Confirmation Variable Results Statement Code I feel satisfied using JASTIP when shopping online because HM1 of the limited products in Hedonic Papua.
Motivation (HM) I am a loyal JASTIP user and .
will not switch to other services HM2 CA.
CR.
AVE =
ourier service.
when shopping online.
842,0.
I feel it would be difficult if I shop online without using a HM3
JASTIP
I believe that using JASTIP will save you money on shipping PC1 costs when shopping online.
Perceived Cost
(PC)
I found it easy to communicate .
with the JASTIP agent for the PC2 CA.
CR.
AVE =
purpose of tracking the status of 778, 0.
the item delivery.
I have an internet connection to use JASTIP when shopping PC3 I use JASTIP when shopping online because of SI1 recommendations from friends Social Influence and family.
(SI)
People in my neighborhood CA.
CR.
AVE =
prefer JASTIP because it's fast
SI2
700, 0.
and you can get products from outside Papua.
I use JASTIP because people I SI3 consider important also use it.
I have a cell phone that FC1 supports online shopping and JASTIP.
Facilitating Condition (FC) I feel that JASTIP makes the .
online shopping process easier
FC2
CA.
CR.
AVE =
to get goods from outside 871, 0.
Papua.
I feel that JASTIP services make it easier to access
FC3
products from outside Papua.
Use Behaviour
I use JASTIP very often when UB1
(UB)
shopping online.
CA.
CR,AVE =
JASTIP is my first choice for UB2 913, 0.
online shopping.
JASTIP has become an important part of my online UB3 shopping activities.
I intend to use JASTIP for BI1 online shopping in the future.
Behavioural I prefer to shop online and use Intention (BI) JASTIP because I buy products BI2 from outside Papua.
CA.
CR.
AVE =
29, 0.
I will use JASTIP more often to reduce shipping costs when BI3 shopping online.
Building values between 0.
6 and 0.
7 are still deemed acceptable, particularly in exploratory studies .
Despite falling slightly 7, the reliability of the Social Influence construct is still considered adequate, especially when supported by a Composite Reliability (CR) value exceeding 0.
Indicators HM1 and BI3 were removed from the model due to their high correlations with other indicators, which resulted in Heterotrait-Monotrait Ratio (HTMT) values exceeding the recommended thresholds.
Such overlaps could compromise discriminant validity, making it necessary to eliminate these indicators to ensure that each construct distinctly measures a unique concept without redundancy.
This approach is in line with recommendations that consider HTMT a more accurate method for assessing discriminant validity .
After establishing reflective construct reliability and convergent validity, discriminant validity was assessed.
This review strives to ensure that each concept is empirically different and that the indicators accurately reflect its latent constructions without overlap.
Using the Fornell-Larcker criterion, discriminant validity is assessed by comparing each construct's square root of the Average Variance Extracted (AVE) to its correlations with others.
Discriminant validity is achieved when a construct's square root AVE exceeds its For exploratory and confirmatory research.
HTMT should be below 0.
90 and 0.
If HTMT values surpass these criteria, discriminant validity is lacking, and troublesome markers must be removed.
Table 3 shows discriminant validity TABLE i.
Heterotrait-Monotrait Ratio The CronbachAos Alpha (CA) value for the Social Influence variable was recorded at 0.
689, which is close to or within the acceptable threshold for reliability.
In quantitative research, a CA value greater than 0.
7 is typically considered reliable, while Structural Model Evaluation Once the measurement model fulfills validity and reliability, the structural model is analyzed to examine the relationship among the research variables.
This step is essential for evaluating the proposed linkages and theoretical framework.
Prior to hypotheses testing, the VIF is employed to assess multicollinearity and ensure that the independent variables are not excessively correlated, a VIF value greater that 5 indicates high multicollinearity, which can distort the results of that may compromise model accuracy .
therefore, only variables with VIF values between 0.
2 and 5 are retained for analysis.
Once multicollinearity concerns have been addressed, hypothesis testing is conducted using the bootstrapping method with 5,000 subsamples to obtain more robust and accurate results .
A hypothesis is accepted if the T-Statistic is Ou 1.
and the P-Value is O 0.
05 at a 5% significance level .
Additionally, significant values of 1% (T-Statistic Ou 2.
and DOI : 10.
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Published: October 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 14.
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PP 557-565 10% (T-Statistic Ou 1.
indicate tighter or more lenient model assessment criteria.
Table 5 shows whether hypotheses were supported or rejected based on T-Statistic and P-Value, thereby ensuring that the relationships among variables are statistically tested with a rigorous approach.
TABLE IV.
Multicollinearity Test Result .
nner VIF) TABLE V.
Hypotheses Test Result Hypotheses Variables T-statistics P values HMIeUB HMIeBI PCIeUB PCIeBI SIIeUB SIIeBI FCIeUB FCIeBI BIIeUB Description Accepted Accepted Rejected Rejected Rejected Accepted Accepted Accepted Accepted TABLE VI.
Hypotheses Testing Result with Moderator Variables Hypot TVariables P values Description Gender x Rejected HMIeUB Gender x Rejected HMIeBI Gender x Rejected PCIeUB Gender x Rejected PCIeBI Gender x Rejected SIIeUB Gender x Accepted SIIeBI Gender x Rejected FCIeUB Gender x Rejected FCIeBI Figure 2 shows that gender moderates Social Influence and Behavioural Intention.
Red lines reflect female replies, whereas green lines represent male responses.
The steeper red line shows that Social Influence affects Behavioural Intention more in women than men.
This shows that social factors influence women's e-marketplace usage more.
Table 6 shows that gender substantially moderates this link (T-statistic = 112.
P-value = 0.
P < 0.
These results support previous studies showing women are more sensitive to social influence due to their greater responsiveness to social norms and environmental signals .
Additionally, social support has been shown to increase womenAos likelihood of adopting new technologies .
Fig.
Moderating Effect of Gender To assess the structural model, the R-squared (RA) value measures how much independent factors explain variation in dependent variables.
RA values of 0.
75 or more show strong predictive capacity, 0.
50 represent moderate ability, and 0.
25 or less indicate poor relevance .
TABLE VII.
R-Square Test Result R-square Description Moderate Moderate The study found that the R-Square (RA) value for behavioural intention is 0.
621, indicating that the independent variables explain 62.
1% of the variability, while external factors likely influence the remaining 37.
According to the RA value of 0.
662, the model's independent variables account 2% of use behaviour variation, while external factors account for 33.
Graphs a and b in the Importance-Performance Map Analysis (IPMA) show how enabling circumstances (FCAe Blu.
, hedonic motivation (HMAeOrang.
, perceived post (PCAe Yello.
, and social influence (SIAePurpl.
affect behavioural intention (BI).
This analysis is instrumental in identifying factors that exhibit high importance but low performance, highlighting areas that require targeted improvement efforts.
From Graph a, it is evident that facilitating conditions and perceived cost demonstrate high importance but relatively low performance in influencing behavioural intention.
This finding suggests that improving service accessibility and addressing cost perceptions are critical to strengthening users' intentions.
Meanwhile, in Graph b, facilitating conditions and hedonic motivation are identified as highly important yet underperforming factors in influencing use behaviour, emphasizing the need to enhance both service convenience and the quality of user experiences.
Improving these aspects can foster greater comfort and sustained engagement among users in utilizing the JASTIP platform.
DOI : 10.
32736/sisfokom.
Copyright A2025 Submitted: August 2, 2025.
Revised: September 30, 2025.
Accepted: October 2, 2025.
Published: October 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 14.
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PP 557-565 in Table 5.
These findings are consistent with previous studies, which confirm that enjoyment and social encouragement are key determinants of usersAo intentions toward digital services .
, .
Users who experience excitement or entertainment while using the service are more likely to develop strong intentions to continue using it.
This suggests that JASTIP serves not only as an additional service but also as a vital component fostering emotional and social engagement within the emarketplace environment.
UB Conversely, perceived cost does not exhibit a significant influence on use behaviour (H3: T = 0.
594, p = 0.
or behavioural intention (H4: T = 0.
073, p = 0.
This finding contrasts with previous studies, which suggested that cost considerations could inhibit the adoption of digital services .
, .
In this context, the insignificant results indicate that users may prioritize perceived value and convenience over financial It appears that users are more motivated by the service's ease of use and overall experience than by the monetary cost.
BI Facilitating circumstances substantially affected use behaviour (H7: T = 2.
569, p = 0.
and behavioural intention (H8: T = 5.
459, p = 0.
These results reflect earlier research .
, .
that emphasise technical support, suitable infrastructure, and user-friendly system characteristics in digital service uptake.
A satisfying and lasting user experience in JASTIP requires stable internet connectivity and an intuitive UI.
Fig.
IPMA for .
Use Behaviour (UB) and .
Behavioural Intention (BI) TABLE Vi.
IPMA for all dependent variables Total Performance Performance Effects Total Effects Based on the results presented in Table 8.
Behavioural Intention demonstrates a performance score of 75.
203 and a total effect of 0.
478, establishing it as the primary driver of Use Behaviour.
Facilitating Conditions also show a high performance score .
and a significant total effect .
, underscoring its crucial role in promoting service On the other hand.
Hedonic Motivation contributes a notable total effect 0.
461, indicating that positive experiences can significantly enhance user engagement.
In contrast.
Perceived Cost and Social Influence exhibit relatively low total effects .
089 and 0.
021, respectivel.
, suggesting they have a less significant influence on Use Behaviour within this context.
DISCUSSION AND CONCLUSION
Hedonic motivation (H.
and social influence (H.
significantly affect behavioural intention, with T-statistics of 300 .
= 0.
= 0.
, respectively, as shown Gender limitedly moderated social impact and behavioural intention (H6: T = 2.
112, p = 0.
This supports .
that women are more receptive to social and environmental factors such friends and family suggestions.
Gender did not alter hedonic motivation, perceived cost, enabling circumstances, and behavioural intention .
> 0.
As mentioned in .
, these factors appear to affect behavioural intention consistently across genders.
Based on R-square (RA), the model variables explain 62.
of behavioural intention variation and 66.
2% of use behaviour variance, suggesting predictive power.
This shows good predictive value, although cultural, psychological, and environmental variables may still explain 30Ae40% of the The IPMA shows that hedonic motivation and enabling situations are crucial yet underperforming.
Although these characteristics drive adoption intentions and behaviour, consumers may evaluate their quality or efficacy as poor.
Thus.
JASTIP platform development should emphasize user experience, infrastructure, and service features.
In summary, this study confirms that hedonic motivation, social influence, and facilitating conditions are the main drivers of e-marketplace adoption, with supporting features such as JASTIP strengthening the user experience.
Users who enjoy the service, have easy access, and receive social support tend to have stronger intentions to continue using the platform.
DOI : 10.
32736/sisfokom.
Copyright A2025 Submitted: August 2, 2025.
Revised: September 30, 2025.
Accepted: October 2, 2025.
Published: October 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 14.
Nomor 04.
PP 557-565 Interestingly, perceived cost does not act as a significant barrier, indicating that convenience, functional benefits, and positive experiences are prioritized over financial considerations.
The relatively high RA values show that the model effectively explains variations in intention and usage behaviour in the context of platform adoption, primarily through the utilization of supplementary features such as JASTIP.
Theoretical Implications The findings of this study offer several actionable strategies to accelerate e-marketplace adoption, especially in regions with limited infrastructure, such as West Papua.
Given the strong influence of Facilitating Conditions (FC), local governments and service providers must prioritize improvements in digital infrastructure, ensure more stable internet access, and design user-friendly platforms with accessible technical support.
Enhancing JASTIP services as intermediaries between users and e-marketplaces also presents a strategic opportunity.
partnerships with e-marketplace platforms and the introduction of specialized features or loyalty incentives for JASTIP transactions could effectively reach users less familiar with digital commerce.
Additionally, platforms should focus on strengthening Hedonic Motivation (HM) by creating engaging and enjoyable user experiences through interactive features, appealing interface designs, personalized product recommendations, and gamified reward systems.
Marketing strategies should also leverage the importance of Social Influence (SI), particularly among female users, by utilizing local influencers, customer testimonials, and referral programs to foster trust and encourage wider adoption.
Although Perceived Cost (PC) was not found to be a significant barrier, maintaining pricing transparency and offering flexible payment options can further enhance the appeal of JASTIP Discount programs or loyalty rewards could serve as additional incentives.
Moreover, improving digital literacy remains essential.
collaborative initiatives between governments, e-marketplaces, and JASTIP providers to conduct training and education programs on safe and efficient digital transactions will help bridge the digital divide.
Lastly, the Importance-Performance Map Analysis (IPMA) results emphasize that focusing on improving Facilitating Conditions and Hedonic Motivation should be a top priority to maximize adoption and sustain the growth of e-marketplace usage in underdeveloped regions.
Limitations and Future Research Directions Limitations in this study provide opportunities for further Hedonic Motivation (HM).
Social Influence (SI).
Facilitating Conditions (FC), and Perceived Cost (PC) are the only factors evaluated.
Trust, perceived risk, and service quality were ignored.
These characteristics should be included in future research to understand JASTIP service acceptance better.
The research was confined to a narrow set of responders, limiting its Future studies should involve a broader and representative sample across demographic and geographic backgrounds to expand on current work.
Additionally, this research examined gender as the sole Future studies might incorporate demographic factors like age, education, and technological experience into the moderation analysis.
It would also be valuable to explore external factors, such as technological advancements and regulatory changes, that could affect JASTIP service adoption.
By addressing these areas, future research can offer more profound and more nuanced insights, leading to more robust recommendations for enhancing the development and adoption of JASTIP.
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