Analisis Pemanfaatan Platform E-Commerce Sebagai Media Pemasaran dan Transaksi dalam Meningkatkan Daya Saing UMKM
DOI:
https://doi.org/10.47065/arbitrase.v6i2.2767Keywords:
E-Commerce; Competitiveness; MSMEs; Digital Economy; Medan CityAbstract
The digital economic transformation has brought significant changes to the way Micro, Small, and Medium Enterprises (MSMEs) operate. This study aims to analyze the influence of e-commerce platform utilization as a medium for marketing and transactions on enhancing the competitiveness of MSMEs in Medan City. The research employs a quantitative approach using multiple linear regression analysis. Data were collected through surveys of MSME actors in several districts, including Medan Petisah, Medan Kota, and Medan Johor. The results indicate that the use of e-commerce has a positive and significant effect on improving MSME competitiveness, particularly in terms of market expansion, cost efficiency, and product innovation. This study highlights the importance of strengthening digital capabilities and fostering collaboration among stakeholders to accelerate the digital transformation of the MSME sector in the era of the global digital economy.
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