A Model for Enhancing the Competitiveness of MSMEs Through E-Commerce

In theory, the competitiveness of a business unit is influenced by, among other things, the use of ecommerce in marketing activities. This study was conducted to determine the competitiveness of MSMEs and how ECommerce affects this competitiveness. Based on Akhmedova's theory, the study was carried out on 46 MSMEs using E-Commerce in the Garut region. Through descriptive quantitative design, the study shows that MSMEs are competitive because they have access to finance, innovation, intellectual property, internationalization processes and the use of ICTs, human resources and governance. Interestingly, the competitiveness of MSMEs is supported by using ICT in the form of E-Commerce, which has a positive effect on the activities of business units. Thus, the study recommends a model for enhancing competitiveness through ECommerce with massive socialization; provision of hotspots; internet access programs; and application of models for all MSMEs, especially in the Garut Regency. Keywords—competitiveness, marketing, e-commerce, MSMEs, increasing competitiveness