Peran E-Commerce dalam Meningkatkan Akses Pasar bagi Produk UMKM Lokal di Kota Serang

Vera Maria; Sebastian Nicodemus Gunawan; Najla Indira Faradiva; Hilda Agustiani; Dinda Cahya Ramadhan; Fadya Salamah

doi:10.55606/jimas.v3i2.1206

Authors

Vera Maria Universitas Sultan Ageng Tirtayasa
Sebastian Nicodemus Gunawan Universitas Sultan Ageng Tirtayasa
Najla Indira Faradiva Universitas Sultan Ageng Tirtayasa
Hilda Agustiani Universitas Sultan Ageng Tirtayasa
Dinda Cahya Ramadhan Universitas Sultan Ageng Tirtayasa
Fadya Salamah Universitas Sultan Ageng Tirtayasa

DOI:

https://doi.org/10.55606/jimas.v3i2.1206

Keywords:

MSME, E-commerce, Digitalization, Marketing, Economy

Abstract

The development of MSMEs (Micro, Small, and Medium Enterprises) in Indonesia has been quite rapid, especially with the occurrence of the Covid-19 pandemic worldwide, which has dampened economies globally. Several studies have also found that MSMEs and cooperatives play a crucial role in driving local economic growth by creating new job opportunities, especially in underdeveloped areas. With the presence of MSMEs and support for digitalization through the utilization of e-commerce platforms, this becomes one of the essential strategies for MSME players in Indonesia, particularly in Serang City, to market and promote their products widely. The research method employed is a case study based on previous research on the impact of MSMEs that have adopted e-commerce. The research results indicate that the implementation of e-commerce has a significant positive influence on the growth of MSMEs in Serang City.

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