<![CDATA[E-commerce is growing very rapidly, giving business people a great opportunity to develop their businesses. Entrepreneurs have a definite goal of continuously improving all aspects of their operations to increase profitability. This can be implemented through the product sales system using electronic media, namely e-commerce. This research aims to understand the factors influencing e-commerce utilization and whether it affects profitability in MSMEs. In addition, this study uses the independent variable of e-commerce utilization and the dependent variables of profitability, customer service, and competitiveness. The study concluded that as the factors influencing the utilization of e-commerce improve, the increase in MSME profitability, directly or indirectly, also gets better. E-commerce is an electronic medium that serves as a means of buying, marketing, and selling products online using the internet through devices such as laptops, cell phones, tablets, and others. In the digital era, transactions utilizing e-commerce are not new, as more people are leveraging this facility to conduct online buying and selling transactions. This system enhances accessibility for both entrepreneurs and consumers, facilitating buying and selling activities and fostering intense competition in the market.]]>
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