Technology Acceptability of Utilizing DTI Tech-tools in Digital Marketing Enhancement of Micro-Small Medium Enterprises in the 3rd District of Quezon: Input to Strategic Action Plan

The study aimed to determine the technical acceptability of utilizing DTI tech tools in digital marketing enhancement of micro-small medium enterprises in the 3rd District of Quezon as input to a strategic action plan. Specifically, it focused on the demographic profile of respondents, the influence of DTI tech tools on MSMEs on digital marketing initiatives, the technology acceptability of utilizing DTI tech tools, and the behavioral intention of MSMEs in accepting DTI Tech-tools. The research used descriptive analysis as it describes an existing phenomenon involving the current status of the MSME in the 3rd District of Quezon. The population of the study covered the registered MSMEs in the 3rd District of Quezon which was provided by the local DTI and Business Permit Licensing Office of each municipality in the mentioned district. From the 3,642 registered MSMEs, 348 samples were determined through the Cochran formula. Moreover, the research was limited only to the use of the Technology Acceptance Model (TAM), Technology Acceptability and Use of Technology (UTAUT) model, and to the five features of the DTI Tech-tools such as Logistics, Video Making Tools, Document and File Sharing, Online Mentorship, and E-Payment. In addition, frequency and percentage, weighted mean, and One-Way Analysis of Variance (ANOVA) were used to measure and analyze the data gathered. Results show that there is a significant difference in the perceived technology acceptability when respondents are grouped by civil status. Overall, the findings of the study may imply that better DTI tech tools influence will result in better technology acceptability.