<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh implementasi e-commerce terhadap terhadap keberlangsungan usaha, dan pengaruh literasi keuangan terhadap keberlangsungan usaha pada pelaku UMKM di Kota Makassar era new normal covid-19. Variabel penelitian yang diuji yaitu implementasi e-commerce, literasi keuangan dan keberlangsungan usaha. Metode penelitian menggunakan penelitian kuantitatif, melakukan Uji Kualitas data, Uji Koefiseien determinasi, Uji Asumsi Klasik dan uji Hipotesis. Menggunakan Purpossive Sampling sebagai teknik penentuan sampel. Sampel penelitian ini sebanyak 105 responden. Hasil penelitian menunjukkan bahwa implementasi e-commerce berpengaruh positif signifikan terhadap keberlangsungan usaha, serta literasi keuangan berpengaruh positif signifikan terhadap keberlangsungan usaha. Hasil Penelitian ini dapat berimplikasi pada pemerintah, pelaku dan calon pelaku UMKM bahwa literasi keuangan yang dimiliki para pelaku UMKM sangat berpengaruh terhadap keberlangsungan usaha mereka terlebih dengan adanya pandemi covid-19, masa era New normal seperti saat ini yang mengakibatkan adanya PPKM sehingga dengan implementasi e-commerce dalam melanjutkan usaha mereka sangat dibutuhkan demi menjaga keberlangsungan usaha para pelaku UMKM di kota Makassarar demi meningkatkan serta mempertahankan perekonomian masyarakat. Kata Kunci: E-Commerce; Literasi; Keuanga; Kelangsungan; Usaha. Abstract This study aims to analyze the effect of e-commerce implementation on business continuity and the effect of financial literacy on business sustainability for MSME actors in Makassar City in the new normal era of covid- 19. Research variables tested were e-commerce implementation, financial literacy, and business continuity. The research method uses quantitative research, performs data quality test, coefficient of determination test, classic hypothesis test, and hypothesis test. Use of reasoned sampling as a sampling technique. The sample for this research is 105 respondents. The results show that the implementation of e-commerce has a significant positive effect on business continuity and that financial literacy has a significant positive effect on the sustainability of businesses. The results of this study may have implications for government, stakeholders and potential MSME stakeholders that the financial literacy held by MSME stakeholders is very influential on the sustainability of their business, especially with the Covid-19 pandemic. , the new normal era as it is today. which resulted in the PPKM, so that the implementation of e-commerce in the pursuit of their activities is essential in order to maintain the business continuity of the MSME actors in the city of Makassarar in order to improve and maintain the economy of the community. Keywords: E-Commerce; Literacy; Finance; Continuity; Business.]]>
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