PENGARUH PEMANFAATAN E-COMMERCE TERHADAP KINERJA UMKM DI KECAMATAN MEDAN KOTA

Abstract

ABSTRACT Sri Ramada Yanti, NPM: 71210313003, Title: The Influence of E-commerce Utilization on the Performance of MSMEs in Medan Kota District Supervised by: Lusi Elviani Rangkuti., S.E., M.Si as Supervisor I and Mas'ut S.E., M.Si as Supervisor II, Thesis 2025. Electronic commerce or commonly called e-commerce is a transaction process of selling, purchasing, ordering, payment or promotion of goods or services carried out by means of digital electronic communication or the internet. With technological changes that are also felt by the community, e-commerce will become a tool that can help in the economic world that has entered this digital era. This study aims to determine the Effect of E-commerce Utilization on the Performance of MSMEs in Medan Kota District. This study was conducted based on the Technology Acceptance Model (TAM) theory which has 4 variables, namely perceived usefulness, perceived ease of use, attitude to use, and behavioral intention to use. This population is 107 food and beverage SMEs using the Slovin sampling formula, a sample size of 52 samples was obtained and allocated using purposive sampling, the data was analyzed using the SPSS 22 program. Based on the results of the study, it can be concluded that E-commerce (Perceived Usefulness, Perceived Ease of Use, Attitude to Use, Behavioral Intention to Use) simultaneously has a significant influence on MSME Performance. Keywords : Utilization of e-commerce, SME performance