Integrating Tam and Islamic Work Ethics to Explain AI Adoption in Digital Marketing of Halal Msmes in Indonesia
Keywords:
Artificial Intelligence, Technology Acceptance Model, Islamic Work Ethics, Technology Readiness, Halal MSMEs
Abstract
Background: This study aims to analyze the factors influencing the Adoption of Artificial Intelligence (AI) in digital marketing in halal MSMEs in Indonesia. The research focuses on understanding how perceptions of Usability, Islamic work ethics, market pressures, and technological readiness shape attitudes toward adoption, which in turn influence intentions to adopt AI.
Method: The research approach is a quantitative, descriptive study involving 280 halal MSMEs active in digital marketing. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the direct and indirect relationships between variables, including the mediating role of attitudes towards adoption.
Results: The study found that all tested factors had a positive effect on attitudes towards AI adoption. Attitudes toward adoption have been shown to mediate the relationship between these factors and adoption intentions. These findings confirm that fostering a positive attitude is key to encouraging MSMEs' intention to adopt AI. The study's results emphasize the importance of increasing perceptions of benefits, ease of use, alignment with ethical values, responsiveness to the market, and technological readiness to drive AI adoption. Governments, technology providers, and religious institutions can support MSMEs by providing user-friendly AI training, guidance, and solutions to strengthen adoption-readiness.
Conclusion: This study contributes to the literature on technology adoption in MSMEs by integrating cultural, ethical, and market pressure factors, as well as emphasizing the role of attitude mediation in shaping AI adoption intentions in the context of halal business.
References
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BRIN. (2025). BRIN Soroti Rendahnya Adopsi Teknologi Digital oleh UMKM Indonesia. Https://Brin.Go.Id/.
Chen, B., Chang, Y., Wang, B., Zou, J., & Tu, S. (2024). Technology acceptance model perspective on the intention to participate in medical talents training in China. Heliyon, 10(4), e26206. https://doi.org/10.1016/j.heliyon.2024.e26206
Davide, B., Carpanzano, E., & Bettoni, A. (2021). An AI adoption model for SMEs: a conceptual framework. IFAC PapersOnLine, 54(1), 702–708. https://doi.org/10.1016/j.ifacol.2021.08.082
Davis, F. D. (1989). Perceived Usefulness , Perceived Ease of Use , and User Acceptance of Information Technology. MIS Quarterly, January. https://doi.org/10.2307/249008
Denovan, R. F., & Marsasi, E. G. (2025). Perceived Ease Of Use, Perceived Usefulness and Satisfaction To Maximize Behavioral Intention With The Technology Acceptance Model in Generation Y And Z Consumers. Jurnal Pamator, 18(1), 1–36.
Enshassi, M., Jeyakumar, R., & Ismail, H. (2025). Unveiling barriers and drivers of AI adoption for digital marketing in Malaysian SMEs. Journal of Open Innovation: Technology, Market, and Complexity, 11(2), 100519. https://doi.org/10.1016/j.joitmc.2025.100519
Faiz, F., Le, V., & Masli, E. K. (2024). Determinants of digital technology adoption in innovative SMEs. Journal of Innovation & Knowledge, 9(November).
Gupta, S., Abbas, A. F., & Srivastava, R. (2022). Technology Acceptance Model (TAM ): A Bibliometric Analysis from Inception. Journal of Telecommunications and the Digital Economy, 10(3).
Ha, S. T., Thanh, T., Phan, H., Viet, T., & Ngo, N. (2025). Integrating artificial intelligence competencies into the theory of planned behavior : Explaining sustainability-oriented entrepreneurial intentions. Journal of Entrepreneurship, Management and Innovation, 21(4), 30–53.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate data analysis (7th ed). Englewood Cliff NJ: Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (p. 165). Thousand Oaks: Sage.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwiesier, V. G. (2014). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) An Emerging Tool in Business Research. European Business Review, 26(2), 106–121.
Hair, J., F, S., M Ringle, C. M., & Gudergan, S. P. (2023). Advanced issues in partial least squares structural equation modeling. Sage Publications, 6(May), 297.
Harahap, D., Afandi, A., & Siregar, T. M. (2023). the Islamic Banking Customers’ Intention To Use Digital Banking Services: an Indonesian Study. Journal of Islamic Monetary Economics and Finance, 9(3), 533–558. https://doi.org/10.21098/jimf.v9i3.1673
Hussein, Z. (2017). Leading to Intention: The Role of Attitude in Relation to Technology Acceptance Model in E-Learning. Procedia - Procedia Computer Science, 105(December 2016), 159–164. https://doi.org/10.1016/j.procs.2017.01.196
Johara, F., Mustafa, R., Hassan, M. K., & Azad, M. A. K. (2023). A Bibliometric Review of Islamic Work Ethics Literature. Journal of Economic Cooperation and Development, 3, 91–127.
Lee, A. T., Ramasamy, R. K., & Subbarao, A. (2025). Understanding Psychosocial Barriers to Healthcare Technology Adoption : A Review of TAM Technology Acceptance Model and Unified Theory of Acceptance and Use of Technology and UTAUT Frameworks. Healthcare, 13.
Lenart, R., Sypniewska, B. A., Chen, J., & Janowski, K. (2025). Antecedents of students ’ behavioural intention to use generative artificial intelligence : Quantitative research. Entrepreneurial Business and Economics Review, 13(1).
Livikacansera, S. (2025). Mengapa UMKM Indonesia masih enggan mengadopsi AI? Https://Id.Techinasia.Com/.
Meier, A., & Peters, M. (2023). Information & Management Limited engagement of SMEs with social media : A structuration and sensemaking perspective. Information & Management, 60(7), 103853. https://doi.org/10.1016/j.im.2023.103853
Mohammad, J., Quoquab, F., & Idris, F. (2018). The relationship between Islamic work ethic and workplace outcome : A partial least squares approach Article information : Emerald, June. https://doi.org/10.1108/PR-05-2017-0138
Nugraha, D. P., Setiawan, B., Nathan, R. J., & Farkas, M. F. (2022). Fintech Adoption Drivers for Innovation for SMEs in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), 208. https://doi.org/10.3390/joitmc8040208
Otoritas Jasa Keuangan. (2025). UMKM Mendunia: Strategi Peningkatan Skala Bisnis Menembus Pasar Nasional dan Internasional. Https://Institute.Ojk.Go.Id/.
Popa, R. C., Ionut, C. P., Ciocodeică, D.-F., & Mihălcescu, H. (2025). Modeling AI Adoption in SMEs for Sustainable Innovation : A PLS-SEM Approach Integrating TAM , UTAUT2 , and Contextual Drivers. Sustainability, 17(6901).
Putra, E. Y., Khesi, K., Purwianti, L., & Anggraini, R. (2025). the Impact of Influencer Interactivity on Local Skincare Purchase Intention in Batam City With Trust As Mediation. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 13(3), 339–363. https://doi.org/10.26418/jebik.v13i3.82136
Razak, S., Nasuka, M., Syahabuddin, Arsyad, K., & Darwis, M. (2024). Strengthening Zakah Compliance Among Indonesian Muslims Through the Role Ofinstitutional Capabilities. Journal of Islamic Monetary Economics and Finance, 10(3), 497–520. https://doi.org/10.21098/jimf.v10i3.2081
Riani, R., Ikhwan, I., & Rusydiana, A. S. (2025). Integrating technological innovation in the halal industry : An analysis using PRISMA. Jurnal Ekonomi & Keuangan Islam, 11(1), 61–79. https://doi.org/10.20885/JEKI.vol11.iss1.art5
Roman, T. (2025). Determinans of AI Adoption Intention in SMEs: Romanian Case Study. Journal of Business Economics & Management, 26(2), 277–296.
Salah, O. H., & Ayyash, M. M. (2024). E-commerce adoption by SMEs and its effect on marketing performance : An extended of TOE framework with ai integration , innovation culture , and customer tech-savviness. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100183. https://doi.org/10.1016/j.joitmc.2023.100183
Sánchez, E., Calderón, R., & Herrera, F. (2025). Artificial Intelligence Adoption in SMEs : Survey Based on TOE – DOI Framework , Primary Methodology and Challenges. Applied Sciences, 15, 1–43.
Santosa, A. D., & Surgawati, I. (2024). Artificial Intelligence ( AI ) Adoption as Marketing Tools among Micro , Small , and Medium Enterprises ( MSMEs ) in Indonesia. Jurnal Sosial Humaniora (JSH), 17, 91–102.
Solihat, I., Hamundu, F. M., & Wahyu, M. (2023). Determinants of Behavior Intention to Adopt Peer-To-Peer Lending Services Among Indonesia. International Journal of Business and Society, 24(1), 543–558.
Su, J., Zhang, Y., & Wu, X. (2023). How market pressures and organizational readiness drive digital marketing adoption strategies’ evolution in small and medium enterprises. Technological Forecasting and Social Change, 193.
Suder, M. (2024). Entrepreneurial (re)orientation in the face of crisis: Is it worth modifying entrepreneurial strategy? Journal of Entrepreneurship, Management and Innovation, 20(2), 9–35.
Tamilmani, K., Rana, N. P., & Dwivedi, Y. K. (2021). Consumer Acceptance and Use of Information Technology : A Meta-Analytic Evaluation of UTAUT2. Information Systems Frontiers, 23, 987–1005.
Thi, N., Giang, P., Tan, T. D., Thi, L., & Nhung, H. (2025). Determinants of E-commerce adoption and its effect on marketing performance among Vietnamese SMEs : An PLS-SEM approach using the TOE framework. Journal of Open Innovation : Technology , Market , and Complexity, 11(June).
UNAIR. (2025). Peran Pemerintah dalam Meningkatkan Industri Halal Nasional. Https://Halal.Unair.Ac.Id/.
Wadood, F., Alshaikh, M. E., Akbar, F., & Mahmud, M. (2022). Adoption of open innovation and entrepreneurial orientation practices in Malaysian furniture industry. Entrepreneurial Business and Economics Review, 10(2), 21–40.
Wünderlich, N. V, Blut, M., Brock, C., Heirati, N., Jensen, M., Paluch, S., & Julia, R. (2025). How to use emerging service technologies to enhance customer centricity in business-to-business contexts : A conceptual framework and research agenda. Journal of Business Research, 192(January). https://doi.org/10.1016/j.jbusres.2025.115284
Zamrudi, Z., & Yulianti, F. (2020). Sculpting Factors of Entrepreneurship among University Students in Indonesia. Entrepreneurial Business and Economics Review, 8(1), 33–49.
Alsmadi, A. A., & Omoush, ; Khaled Saleh Al. (2025). Adoption of Islamic Fintech: exploring influential factors and the mediating role of Islamic work ethics. EuroMed Journal of Business, 1–26.
Anatan, L., & Nur. (2023). Micro, Small, and Medium Enterprises ’ Readiness for Digital Transformation in Indonesia. Economies, 11(156).
Anwari, M., & Hati, S. R. H. (2020). Analysis of Motivational Factors Of MSMEs Entrepreneurs to Be Halalpreneurs. International Journal of Business and Society, 21(3), 1122–1138.
Ascarya, A., & Indra. (2022). Standard methodology for research in Islamic economics and finance (Chapter 17). In Billah, M.M (Ed), Teaching and research methods for Islamic economics and finance. Routledge: Abingdon-on-Thames, England, UK.
Ascarya, & Tekdogen, O. F. (2022). Recommended methodology for research in Islamic economics an finance. In Teaching and Research Methods for Islamic Economics and Finance. Routledge 2 Park Square, Milton Park, Abingdon, 605 Third Avenue, New York. https://doi.org/10.4324/9781003252764
Ayinaddis, S. G. (2025). Artificial intelligence adoption dynamics and knowledge in SMEs and large firms : A systematic review and bibliometric analysis. Journal of Innovation & Knowledge, 10(3), 100682. https://doi.org/10.1016/j.jik.2025.100682
BRIN. (2025). BRIN Soroti Rendahnya Adopsi Teknologi Digital oleh UMKM Indonesia. Https://Brin.Go.Id/.
Chen, B., Chang, Y., Wang, B., Zou, J., & Tu, S. (2024). Technology acceptance model perspective on the intention to participate in medical talents training in China. Heliyon, 10(4), e26206. https://doi.org/10.1016/j.heliyon.2024.e26206
Davide, B., Carpanzano, E., & Bettoni, A. (2021). An AI adoption model for SMEs: a conceptual framework. IFAC PapersOnLine, 54(1), 702–708. https://doi.org/10.1016/j.ifacol.2021.08.082
Davis, F. D. (1989). Perceived Usefulness , Perceived Ease of Use , and User Acceptance of Information Technology. MIS Quarterly, January. https://doi.org/10.2307/249008
Denovan, R. F., & Marsasi, E. G. (2025). Perceived Ease Of Use, Perceived Usefulness and Satisfaction To Maximize Behavioral Intention With The Technology Acceptance Model in Generation Y And Z Consumers. Jurnal Pamator, 18(1), 1–36.
Enshassi, M., Jeyakumar, R., & Ismail, H. (2025). Unveiling barriers and drivers of AI adoption for digital marketing in Malaysian SMEs. Journal of Open Innovation: Technology, Market, and Complexity, 11(2), 100519. https://doi.org/10.1016/j.joitmc.2025.100519
Faiz, F., Le, V., & Masli, E. K. (2024). Determinants of digital technology adoption in innovative SMEs. Journal of Innovation & Knowledge, 9(November).
Gupta, S., Abbas, A. F., & Srivastava, R. (2022). Technology Acceptance Model (TAM ): A Bibliometric Analysis from Inception. Journal of Telecommunications and the Digital Economy, 10(3).
Ha, S. T., Thanh, T., Phan, H., Viet, T., & Ngo, N. (2025). Integrating artificial intelligence competencies into the theory of planned behavior : Explaining sustainability-oriented entrepreneurial intentions. Journal of Entrepreneurship, Management and Innovation, 21(4), 30–53.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate data analysis (7th ed). Englewood Cliff NJ: Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (p. 165). Thousand Oaks: Sage.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwiesier, V. G. (2014). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) An Emerging Tool in Business Research. European Business Review, 26(2), 106–121.
Hair, J., F, S., M Ringle, C. M., & Gudergan, S. P. (2023). Advanced issues in partial least squares structural equation modeling. Sage Publications, 6(May), 297.
Harahap, D., Afandi, A., & Siregar, T. M. (2023). the Islamic Banking Customers’ Intention To Use Digital Banking Services: an Indonesian Study. Journal of Islamic Monetary Economics and Finance, 9(3), 533–558. https://doi.org/10.21098/jimf.v9i3.1673
Hussein, Z. (2017). Leading to Intention: The Role of Attitude in Relation to Technology Acceptance Model in E-Learning. Procedia - Procedia Computer Science, 105(December 2016), 159–164. https://doi.org/10.1016/j.procs.2017.01.196
Johara, F., Mustafa, R., Hassan, M. K., & Azad, M. A. K. (2023). A Bibliometric Review of Islamic Work Ethics Literature. Journal of Economic Cooperation and Development, 3, 91–127.
Lee, A. T., Ramasamy, R. K., & Subbarao, A. (2025). Understanding Psychosocial Barriers to Healthcare Technology Adoption : A Review of TAM Technology Acceptance Model and Unified Theory of Acceptance and Use of Technology and UTAUT Frameworks. Healthcare, 13.
Lenart, R., Sypniewska, B. A., Chen, J., & Janowski, K. (2025). Antecedents of students ’ behavioural intention to use generative artificial intelligence : Quantitative research. Entrepreneurial Business and Economics Review, 13(1).
Livikacansera, S. (2025). Mengapa UMKM Indonesia masih enggan mengadopsi AI? Https://Id.Techinasia.Com/.
Meier, A., & Peters, M. (2023). Information & Management Limited engagement of SMEs with social media : A structuration and sensemaking perspective. Information & Management, 60(7), 103853. https://doi.org/10.1016/j.im.2023.103853
Mohammad, J., Quoquab, F., & Idris, F. (2018). The relationship between Islamic work ethic and workplace outcome : A partial least squares approach Article information : Emerald, June. https://doi.org/10.1108/PR-05-2017-0138
Nugraha, D. P., Setiawan, B., Nathan, R. J., & Farkas, M. F. (2022). Fintech Adoption Drivers for Innovation for SMEs in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), 208. https://doi.org/10.3390/joitmc8040208
Otoritas Jasa Keuangan. (2025). UMKM Mendunia: Strategi Peningkatan Skala Bisnis Menembus Pasar Nasional dan Internasional. Https://Institute.Ojk.Go.Id/.
Popa, R. C., Ionut, C. P., Ciocodeică, D.-F., & Mihălcescu, H. (2025). Modeling AI Adoption in SMEs for Sustainable Innovation : A PLS-SEM Approach Integrating TAM , UTAUT2 , and Contextual Drivers. Sustainability, 17(6901).
Putra, E. Y., Khesi, K., Purwianti, L., & Anggraini, R. (2025). the Impact of Influencer Interactivity on Local Skincare Purchase Intention in Batam City With Trust As Mediation. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 13(3), 339–363. https://doi.org/10.26418/jebik.v13i3.82136
Razak, S., Nasuka, M., Syahabuddin, Arsyad, K., & Darwis, M. (2024). Strengthening Zakah Compliance Among Indonesian Muslims Through the Role Ofinstitutional Capabilities. Journal of Islamic Monetary Economics and Finance, 10(3), 497–520. https://doi.org/10.21098/jimf.v10i3.2081
Riani, R., Ikhwan, I., & Rusydiana, A. S. (2025). Integrating technological innovation in the halal industry : An analysis using PRISMA. Jurnal Ekonomi & Keuangan Islam, 11(1), 61–79. https://doi.org/10.20885/JEKI.vol11.iss1.art5
Roman, T. (2025). Determinans of AI Adoption Intention in SMEs: Romanian Case Study. Journal of Business Economics & Management, 26(2), 277–296.
Salah, O. H., & Ayyash, M. M. (2024). E-commerce adoption by SMEs and its effect on marketing performance : An extended of TOE framework with ai integration , innovation culture , and customer tech-savviness. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100183. https://doi.org/10.1016/j.joitmc.2023.100183
Sánchez, E., Calderón, R., & Herrera, F. (2025). Artificial Intelligence Adoption in SMEs : Survey Based on TOE – DOI Framework , Primary Methodology and Challenges. Applied Sciences, 15, 1–43.
Santosa, A. D., & Surgawati, I. (2024). Artificial Intelligence ( AI ) Adoption as Marketing Tools among Micro , Small , and Medium Enterprises ( MSMEs ) in Indonesia. Jurnal Sosial Humaniora (JSH), 17, 91–102.
Solihat, I., Hamundu, F. M., & Wahyu, M. (2023). Determinants of Behavior Intention to Adopt Peer-To-Peer Lending Services Among Indonesia. International Journal of Business and Society, 24(1), 543–558.
Su, J., Zhang, Y., & Wu, X. (2023). How market pressures and organizational readiness drive digital marketing adoption strategies’ evolution in small and medium enterprises. Technological Forecasting and Social Change, 193.
Suder, M. (2024). Entrepreneurial (re)orientation in the face of crisis: Is it worth modifying entrepreneurial strategy? Journal of Entrepreneurship, Management and Innovation, 20(2), 9–35.
Tamilmani, K., Rana, N. P., & Dwivedi, Y. K. (2021). Consumer Acceptance and Use of Information Technology : A Meta-Analytic Evaluation of UTAUT2. Information Systems Frontiers, 23, 987–1005.
Thi, N., Giang, P., Tan, T. D., Thi, L., & Nhung, H. (2025). Determinants of E-commerce adoption and its effect on marketing performance among Vietnamese SMEs : An PLS-SEM approach using the TOE framework. Journal of Open Innovation : Technology , Market , and Complexity, 11(June).
UNAIR. (2025). Peran Pemerintah dalam Meningkatkan Industri Halal Nasional. Https://Halal.Unair.Ac.Id/.
Wadood, F., Alshaikh, M. E., Akbar, F., & Mahmud, M. (2022). Adoption of open innovation and entrepreneurial orientation practices in Malaysian furniture industry. Entrepreneurial Business and Economics Review, 10(2), 21–40.
Wünderlich, N. V, Blut, M., Brock, C., Heirati, N., Jensen, M., Paluch, S., & Julia, R. (2025). How to use emerging service technologies to enhance customer centricity in business-to-business contexts : A conceptual framework and research agenda. Journal of Business Research, 192(January). https://doi.org/10.1016/j.jbusres.2025.115284
Zamrudi, Z., & Yulianti, F. (2020). Sculpting Factors of Entrepreneurship among University Students in Indonesia. Entrepreneurial Business and Economics Review, 8(1), 33–49.
Published
2026-06-03
How to Cite
Handayani, R., & Afandi, A. (2026). Integrating Tam and Islamic Work Ethics to Explain AI Adoption in Digital Marketing of Halal Msmes in Indonesia. Sharia Economic and Management Business Journal (SEMBJ), 7(2), 11-24. https://doi.org/10.62159/sembj.v7i2.1980
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Copyright (c) 2026 Ricka Handayani, Ahmad Afandi
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