ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PENJUALAN MENGGUNAKAN E-COMMERCE OLEH UMKM MAKANAN DAN MINUMAN DI KECAMATAN SUMBAWA

Abstract

The increasing development of the internet resulted in changes that occurred
affect people's lives, especially those in urban areas, one of which is in the sub-district
Sumbawa, where one of the changes is a place for people to shop. They are no longer just
shopping in offline stores but also in online stores. Many offline shops are also promoting
goods through the online store. Changes in consumer behavior are one of the drivers of change

in the field of marketing strategy carried out by the company. The purpose of this study is to analyze the factors
factors that influence food and beverage MSMEs in the Sumbawa sub-district to carry out the strategy

marketing using e-commerce. The population of this study were 366 respondents
is a resident of the Sumbawa sub-district who is involved in food and beverage SMEs and has been
carry out buying and selling transactions through e-commerce, so that by using the Slovin method you can
using a minimum of 79 respondents. The method used in this research is method
Structural equation model (SEM) with Listrel 8.80 software approach. The research results show
that the level of trust relationship organizational readiness, external environmental drives, and factors
benefits, influences the decision of food and beverage MSME actors to sell using
e-commerce is 77% and the remaining 23% is influenced by other factors that are not used in
this research.