Ifta Takhul Laiya, Dian Fahriani

Analisis Penggunaan E-Commerce terhadap Peningkatan Pendapatan UMKM Pengrajin Tas

Introduction

Analisis penggunaan e-commerce terhadap peningkatan pendapatan umkm pengrajin tas. Pelajari bagaimana e-commerce meningkatkan pendapatan UMKM pengrajin tas. Analisis manfaat perluasan pasar & efisiensi, serta kendala literasi digital pada platform Shopee.

Abstract

This study aims to determine the effect of e-commerce utilization on increasing revenue in MSMEs, using a case study of Mr. Tohirin's bag-making business in Pesawahan, Porong. The research focuses on how the use of digital platforms such as Shopee, TikTok Shop, and Lazada can support marketing, sales, and business growth in the digital era. This study uses a descriptive qualitative method with data collection techniques through in-depth interviews with business owners. Data are analyzed thematically to explore the benefits, obstacles, and impacts of e-commerce use on business development. The results show that e-commerce use contributes significantly to increasing MSME revenue. Perceived benefits include expanding market reach, ease of transactions, promotional effectiveness, and operational cost efficiency. However, the study also found obstacles such as limited digital literacy, the risk of fraud in online transactions, and high levels of price competition on digital platforms. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh pemanfaatan e-commerce terhadap peningkatan pendapatan pada UMKM, dengan studi kasus pada usaha pengrajin tas milik Bapak Tohirin di Pesawahan, Porong. Fokus penelitian diarahkan pada bagaimana penggunaan platform digital seperti Shopee, TikTok Shop, dan Lazada dapat mendukung pemasaran, penjualan, serta pertumbuhan usaha di era digital. Penelitian ini menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam terhadap pemilik usaha. Data dianalisis secara tematik untuk menggali manfaat, kendala, serta dampak penggunaan e-commerce terhadap perkembangan usaha. Hasil penelitian menunjukkan bahwa penggunaan e-commerce memberikan kontribusi signifikan terhadap peningkatan pendapatan UMKM. Manfaat yang dirasakan meliputi perluasan jangkauan pasar, kemudahan transaksi, efektivitas promosi, serta efisiensi biaya operasional. Namun, penelitian juga menemukan adanya kendala seperti keterbatasan literasi digital, risiko penipuan dalam transaksi online, serta tingginya tingkat persaingan harga di platform digital.

Review

This paper, titled "Analisis Penggunaan E-Commerce terhadap Peningkatan Pendapatan UMKM Pengrajin Tas," explores the impact of e-commerce utilization on the revenue of Micro, Small, and Medium Enterprises (MSMEs), using a qualitative case study of a bag-making business. The research effectively employs a descriptive qualitative method, relying on in-depth interviews with the business owner to identify the benefits, obstacles, and overall effects of digital platforms like Shopee, TikTok Shop, and Lazada. The abstract clearly indicates that e-commerce significantly contributes to increased MSME revenue, driven by factors such as expanded market reach and improved transactional ease, while also acknowledging pertinent challenges. A significant strength of this study lies in its focused, in-depth qualitative approach, which provides rich, contextual insights directly from an entrepreneur's perspective. The paper's detailed exploration of perceived benefits, including wider market reach, ease of transactions, promotional effectiveness, and operational cost efficiency, offers practical and actionable knowledge for other MSMEs considering or expanding their digital presence. Crucially, the balanced presentation of obstacles, such as limited digital literacy, fraud risks in online transactions, and intense price competition, adds valuable nuance, highlighting critical areas that require attention for sustainable e-commerce growth among small businesses. While the single-case study approach provides excellent depth, it inherently limits the generalizability of the findings. Future iterations or discussions within the paper could explicitly acknowledge this limitation and propose avenues for broader comparative studies or surveys to validate these insights across a more diverse range of MSMEs. Additionally, strengthening the theoretical framing, even in a descriptive study, by linking observations to established theories of technology adoption or small business development, could enhance its academic contribution. Finally, the practical implications could be further enriched by offering more concrete, actionable recommendations for MSMEs and policymakers on how to effectively mitigate the identified obstacles and maximize e-commerce benefits.

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