PERAN E-COMMERCE DALAM TRANSFORMASI DIGITAL UMKM BERBASIS SYARIAH UNTUK MENINGKATKAN DAYA SAING PASAR

Abstract

The advancement of digital technology has brought significant changes to Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, including Sharia-based MSMEs. This digital transformation is crucial to enhancing market competitiveness, expanding market access, and improving operational efficiency. One of the key instruments in the digital transformation of MSMEs is e-commerce. This study aims to analyze the impact of e-commerce in driving the digital transformation of Sharia-based MSMEs and its effect on market competitiveness, with a focus on the Tegal Gubug Market in Cirebon Regency. The study uses a quantitative approach with a descriptive-quantitative method, relying on secondary data. The findings show that the integration of digital technology and Sharia principles in e-commerce can enhance the competitiveness of MSMEs, although challenges in technology adoption remain an obstacle. These findings provide insights for Sharia-based MSME entrepreneurs to formulate digital strategies in accordance with Islamic values, while improving their business performance in the face of digital market competition.