Acceptance of e-commerce at rural level: Villagers' perspective

This study aims to determine the level of acceptance of e-commerce at the provincial level in Indonesia, viewed from the perspective of the villagers. Data were obtained from a questionnaire and interviews, with 90 respondents answering the survey. The conclusion that can be drawn is that villagers have mastered the technology well and accepted the existence of e-commerce, while the young generation aged 12-25 is the group that most accepts e-commerce. On the other hand, 92 of the villagers were found to still prefer traditional shopping, but 65 also revealed that in the next ten years they would shop through online stores, while 82 of the young generation said that they would do so. Based on the interviews, there are some steps that e-commerce companies could take to reach rural communities, including advertising, improving the product quality and collaboration with rural communities.