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All Journal BAABU AL-ILMI: Ekonomi dan Perbankan Syariah
Destian Pratama, Rizky
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Religion Economics, Econometrics & Finance Education Other

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Tantangan Penggunaan E Commerce Bagi Franchise D’top Di Kota Sukabumi Sebagai Strategi Bertahan Iksan Setiandi, Muhammad; Destian Pratama, Rizky; Ali Maulana, Resta; Gusti Rahayu, Ripaldi
Jurnal BAABU AL-ILMI: Ekonomi dan Perbankan Syariah Vol 10, No 1 (2025): Islamic economics and banking research
Publisher : Universitas Islam Negeri Fatmawati Sukarno Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29300/ba.v8i2.8237

Abstract

Franchise, as one of the most popular business models, is facing new challenges with the rise of e-commerce. This study aims to identify the challenges faced by D’Top franchise businesses in Sukabumi in utilizing e-commerce as a survival strategy. This research used a descriptive qualitative approach with subjects consisting of actively operating D’Top franchisees. Data were collected through semi-structured interviews and analyzed thematically. The results indicate three main challenges: limited human resources, low digital literacy, and lack of support from the franchisor. Despite these issues, several franchisees have taken independent initiatives to adapt digitally through social media and delivery platforms. These findings highlight the importance of franchisor support and external assistance in facilitating the digitalization process in franchise businesses. This study provides a real picture of local franchise practices and contributes to the development of adaptive, technology-based strategies in the franchise sector.
Co-Authors Ali Maulana, Resta Gusti Rahayu, Ripaldi Iksan Setiandi, Muhammad