Despite COVID-19 pandemic situation increases e-marketplace implication for both sellers and buyers, only few MSME players in Pasar Baru Bandung have adopted Etapasbar as their e-marketplace. This study seeks what is the most influential factor in adopting e-marketplace.This was a quantitative cross-sectional study with Technology-Organization-Environment (TOE) model approach, refined with the Diffusion of Innovations (DOI) model. Technology Context will be IT Infrastructure; Organization Context will be CEO’s Innovativeness; Environment Context will be Government Support and Environmental Uncertainty. DOI model consist of Relative Advantage, Compatibility, Complexity, Trialability, and Observability. Self-completion survey was used and analyzed by LISREL using SEM techniques.

This study found that the most influential factors was Relative Advantage, Compatibility, Trialability, Government Support, and Environmental Uncertainty. It was because of MSME players tend to follow others without knowing the essence of adopting e-marketplace itself. Complexity, Observability, IT Infrastructure, and CEO’s Innovativeness found insignificant in this study. It was because MSME players tend to follow others without knowing the essence of
adopting e-marketplace itself.