PERAN E-COMMERCE DALAM MENINGKATKAN DAYA SAING UMKM
Keywords:
E-Commerce, MSMEs, Competitiveness, Digital Transformation, Digital MarketingAbstract
Digital transformation has driven significant changes in business activities, including in the Micro, Small, and Medium Enterprises (MSMEs) sector. Utilizing e-commerce is one strategy that can help MSMEs expand their markets, improve operational efficiency, and strengthen their competitiveness amidst increasingly fierce business competition. This study aims to analyze the role of e-commerce in enhancing MSME competitiveness in the digital era. The study used a quantitative approach with a survey method of 200 MSMEs who have utilized e-commerce platforms as a means of marketing and selling their products. Data were obtained through questionnaires and analyzed using descriptive statistics and simple regression to identify the effect of e-commerce utilization on business competitiveness. The results show that e-commerce utilization has a positive and significant impact on improving MSME competitiveness. Utilizing digital platforms enables businesses to reach a wider consumer base, increase sales volume, and strengthen customer relationships through faster and more efficient services. Furthermore, digital marketing features, electronic payment systems, and integrated logistics services help MSMEs reduce operational costs and increase business productivity. Data analysis shows that e-commerce utilization contributes 64.5% to increasing the competitiveness of MSMEs. This finding indicates that e-commerce plays a strategic role in supporting business growth and sustainability in the digital economy era. Therefore, increasing digital literacy and the ability to utilize technology needs to be continuously encouraged so that MSMEs can compete optimally in national and global markets.
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