Acceptance Analysis of Financial Technology Among MSMEs Through the Lens of the Technology Acceptance Model: A Case Study of Digital Literacy and Trust Factors

Siti Nardiyah Muhrami; Asriyani Amrullah; Dwiyanti

doi:10.59890/ijaamr.v4i5.225

Authors

Siti Nardiyah Muhrami Universitas Negeri Makassar
Asriyani Amrullah Universitas Negeri Makassar
Dwiyanti Universitas Negeri Makassar

DOI:

https://doi.org/10.59890/ijaamr.v4i5.225

Keywords:

Financial Technology, MSMEs, Technology Acceptance Model, Digital Literacy, Trust, Qualitative Research

Abstract

This study aims to explore the process of acceptance and adoption of Financial Technology (fintech) by Micro, Small, and Medium Enterprise (MSME) owners using the Technology Acceptance Model (TAM) as an analytical framework, while integrating Digital Literacy and Trust as the primary external variables. A qualitative research design with an explanatory case study approach was employed. Data were gathered through in-depth interviews with 15 MSME owners located in major economic hubs, supplemented by direct observations and triangulated with external institutional documents. The findings reveal that digital literacy is not merely a technical skill but a cognitive bridge that shapes the Perceived Ease of Use (PEOU). Meanwhile, trust in platform security and government regulations acts as a fundamental anchor determining Perceived Usefulness (PU). When MSME operators feel secure and understand the underlying mechanics of the system, behavioral resistance dissolves, triggering actual usage. This research provides practical implications for fintech developers to design user-centric, humanized interfaces and for policymakers to strengthen data protection regulations to foster sustainable financial inclusion

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