STRATEGI IMPLEMENTASI E-COMMERCE DALAM MENINGKATKAN EFFISIENSI OPERASIONAL UMKM DI ERA EKONOMI DIGITAL

Abstract

This research aims to investigate the implementation strategies of E-commerce in enhancing the operational efficiency of Micro, Small, and Medium Enterprises (MSMEs) in the digital economy era. The research method employed a quantitative survey approach with primary and secondary data, focusing on female entrepreneurs in Denpasar, Indonesia. The research findings indicate the low participation of female entrepreneurs in the MSME sector, attributed to limited access to E-commerce training and inadequate supporting infrastructure. Policy implications include efforts to enhance the participation of female entrepreneurs through better training and infrastructure. Statistical analysis utilized validity testing, reliability testing, normality testing, simple regression analysis, ANOVA testing, t-testing, and descriptive hypothesis testing. The research results show a significant relationship between the influence of E-commerce technology and the operational efficiency of MSMEs, with the E-commerce Influence variable contributing 50.4% to the variation in the MSME variable. These findings support the hypothesis that E-commerce Influence has a positive impact on MSMEs. Thus, this study provides an in-depth understanding of E-commerce implementation strategies in enhancing the operational efficiency of MSMEs in the digital economy era.