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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce
Septian Dwi Susanto
Universitas Muhammadiyah Ponorogo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Digital Business Strategy, Digital Transformatio and E-Commerce Utilization on the Performance of MSME Toy Entrepreneurs in Ponorogo Septian Dwi Susanto; Sri Hartono; Tegoeh Hari Abrianto
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.7390

Abstract

The rapid development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt strategies that enhance their competitiveness and business performance. This study aims to examine the influence of digital business strategy, digital transformation, and e-commerce utilization on the performance of toy MSME entrepreneurs in Ponorogo Regency, Indonesia. A quantitative approach with an associative research design was employed. Data were collected through questionnaires distributed to 22 toy MSME entrepreneurs using a saturated sampling technique, in which all members of the population were included as respondents. The collected data were analyzed using multiple linear regression analysis to determine the individual and combined effects of the independent variables on business performance. The findings reveal that digital business strategy, digital transformation, and e-commerce utilization each have a positive and significant effect on the performance of toy MSME entrepreneurs. Furthermore, these three variables simultaneously exert a significant positive influence on MSME performance. The results indicate that the effective implementation of digital business strategies, digital transformation initiatives, and e-commerce platforms can substantially improve the performance and competitiveness of toy MSMEs in Ponorogo Regency. These findings provide practical implications for MSME owners and policymakers in promoting digital adoption to support sustainable business growth and long-term competitiveness.
Co-Authors Sri Hartono Tegoeh Hari Abrianto