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p-Index From 2021 - 2026
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All Journal Business and Investment Review RESLAJ: Religion Education Social Laa Roiba Journal
Dian Ayu Ariyanti
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Transformasi Digital UMKM Ritel dan Pengaruhnya terhadap Daya Saing di Era Ekonomi Digital: dfgg Devina Fitri Damayanti; Amanda Laila Nurrachma; Dian Ayu Ariyanti; Athika Dewi Afrianti; Nindya Angelina; Rusdi Hidayat Nugroho
Business and Investment Review Vol. 4 No. 1 (2026)
Publisher : CV. Lenggogeni Data Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61292/birev.240

Abstract

This study aims to describe the readiness, opportunities, and challenges faced by Micro, Small, and Medium Enterprises (MSMEs) in the retail sector in implementing digital transformation to enhance competitiveness in the digital economy era. Digital transformation has become an essential aspect of MSME development, particularly following the shift in consumer behavior from offline to online transactions during the pandemic. This research employs a descriptive qualitative approach through observations, in-depth interviews, and SWOT analysis to understand the current conditions of micro-scale retail MSMEs. The findings indicate that the digitalization efforts of retail MSMEs are still primarily focused on marketing activities, such as the use of online stores, social media, and e-commerce platforms. Digitalization has been shown to improve operational efficiency, expand market reach, and strengthen business sustainability. However, micro-scale retail MSMEs still face several obstacles, including low digital literacy, limited technological infrastructure, and unstructured management practices. In addition, an excessive focus on mastering technology often reduces attention to product innovation and customer service. Retail MSMEs possess significant internal strengths and external opportunities to enhance competitiveness, including the utilization of supporting technologies such as mobile-based Point of Sale (POS) applications. Overall, this study concludes that improving digital competence, resource readiness, and adaptability are key determinants of successful digital transformation for retail MSMEs amid the dynamics of the digital economy.
Pengaruh Live Shopping, Host Credibility, dan Product Quality Terhadap Interest Buying Konsumen pada Produk Parfum Scarlett: Studi pada Penonton Live di Akun Tiktok Shop Scarlett Whitening Official Dian Ayu Ariyanti; R. Yuniardi Rusdianto
Reslaj: Religion Education Social Laa Roiba Journal Vol. 8 No. 10 (2026): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v8i10.12869

Abstract

This study aims to determine and analyze the influence of Live Shopping, Host Credibility, and Product Quality on consumers' Interest Buying toward Scarlett perfume products at the Scarlett Whitening Official TikTok Shop. This research employed a quantitative approach using an associative research method. The sampling technique used was purposive sampling, with a total sample of 112 respondents. Primary data were collected through questionnaires and analyzed using Multiple Linear Regression Analysis with the assistance of SPSS version 27 software. The results of this study indicate that Live Shopping, Host Credibility, and Product Quality simultaneously have a significant influence on consumers' Interest Buying toward Scarlett perfume products. Partially, Live Shopping has a positive and significant effect on Interest Buying. Host Credibility also has a positive and significant effect on Interest Buying. In addition, Product Quality has a positive and significant effect on Interest Buying. The coefficient of determination (R²) of 52.2% indicates that the variables Live Shopping, Host Credibility, and Product Quality are able to explain 52.2% of the variation in consumers' Interest Buying, while the remaining 47.8% is influenced by other factors outside the scope of this study.
Co-Authors Amanda Laila Nurrachma Athika Dewi Afrianti Devina Fitri Damayanti Nindya Angelina Nugroho, Rusdi Hidayat R. Yuniardi Rusdianto