The Impact of E-Commerce Adoption on Sales Volume of Micro, Small, and Medium Enterprises in Banjarmasin City

Lidiana; Yuliani; Muhammad Fahmi

doi:10.59890/ijgsr.v4i8.315

Authors

Lidiana ASMI Citra Nusantara Banjarmasin
Yuliani ASMI Citra Nusantara Banjarmasin
Muhammad Fahmi ASMI Citra Nusantara Banjarmasin

DOI:

https://doi.org/10.59890/ijgsr.v4i8.315

Keywords:

E-Commerce Adoption, Sales Volume, Msmes, Banjarmasin City, Digital Transformation

Abstract

This study aims to empirically analyze the effect of e-commerce adoption on the sales volume of Micro, Small, and Medium Enterprises (MSMEs) in Banjarmasin City. This quantitative study, using a causal associative design, involved 100 MSME respondents who had adopted e-commerce and were selected through purposive sampling. Data were collected through a structured questionnaire and analyzed using simple linear regression. The results show that e-commerce adoption has a positive and significant effect on the sales volume of MSMEs in Banjarmasin City (tcalculated = 12.762 > ttable = 1.984; p = 0.000). The regression equation Y = 3.852 + 0.536X indicates that each one-unit increase in e-commerce adoption has a corresponding positive impact on sales volume. The coefficient of determination (R2) of 0.624 shows that e-commerce adoption contributes 62.4% in explaining the variation in increased sales volume, while the remaining 37.6% is influenced by factors outside the model. Expanding consumer reach is the indicator with the most dominant impact in overcoming geographical limitations. The practical implications emphasize the importance of optimizing interactive promotion by business actors, as well as ongoing digitalization training support from local government

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