Analysis of Factors that Influence the Success of E-commerce Business in MSMEs in the Fashion Sector (Wordgroot Case Study, Bandung City)

Authors

  • Hanifa Azzahro Bandung State Polytechnic
  • Rafly Putra Pratama Bandung State Polytechnic

DOI:

https://doi.org/10.47663/jmbep.v11i1.544

Abstract

This research aims to analyse the factors that influence the success of E-commerce businesses in micro, small and medium enterprises (MSMEs) in the fashion sector in the city of Bandung, with a case study on Wordgroot. Data was collected through interviews with 105 respondents using a 5 Likert scale-based questionnaire. The results of the analysis show that E-commerce has a positive and significant influence on the performance of MSMEs, which is explained by the R² value of 76.2%. E-commerce has been proven to increase operational efficiency, product validity and expand markets. This research identifies that digital literacy, product innovation and infrastructure support and government policies are important factors in ensuring the sustainability of digital-based businesses. Thus, adopting E-commerce is the main strategy for MSMEs to increase competitiveness in the modern era.

Keywords: E-commerce, MSMEs, business performance, digitalization, fashion sector

Downloads

Published

2025-03-27

How to Cite

Azzahro, H. ., & Putra Pratama, R. . (2025). Analysis of Factors that Influence the Success of E-commerce Business in MSMEs in the Fashion Sector (Wordgroot Case Study, Bandung City). Jurnal Manajemen Bisnis Eka Prasetya Penelitian Ilmu Manajemen, 11(1), 14–24. https://doi.org/10.47663/jmbep.v11i1.544

Issue

Vol. 11 No. 1 (2025): Edisi Maret 2025

Section

Articles

License

Authors who publish articles in Jurnal Manajemen Bisnis Eka Prasetya Penelitian Ilmu Manajemen agree to the following conditions:
1. The copyright of the article remains owned by the author.
2. The author grants the Journal the right of first publication to publish articles in electronic or printed form.
3. Article is published under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
4. Readers are allowed to read, download, copy, distribute, print, search, or link to the full text of the article while still including the source and author's name correctly.
5. The author states that the manuscript is an original work and free from plagiarism.