E-Commerce for All: How Gen Z is Empowering MSMEs Towards Economic Resilience

Made Ary Meitriana (Department of Economic Education, Universitas Pendidikan Ganesha, Singaraja, Indonesia)
M. Rudi Irwansyah (Department of Economic Education, Universitas Pendidikan Ganesha, Singaraja, Indonesia)

Jurnal Ekonomi dan Bisnis Jagaditha
279-293

Digital transformation is an urgent need for MSMEs in facing global economic dynamics. This study analyzes the role of Generation Z in empowering MSMEs through the adoption of e-commerce to strengthen economic resilience in Buleleng Regency, Bali. Using a quantitative approach with survey techniques of 384 respondents consisting of MSME actors and Gen Z entrepreneurs, this study measures the variables of digital literacy, e-commerce adoption, business innovation, and economic resilience. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 24.0 software. The results showed that Gen Z's digital literacy had a significant effect on the adoption of MSME e-commerce ([beta]= 0.567, CR = 8.924, p < 0.001). The adoption of e-commerce has been proven to increase business innovation ([beta] = 0.452, CR = 7.123, p < 0.001) which ultimately strengthens the economic resilience of MSMEs ([beta] = 0.634, CR = 9.876, p < 0.001). The research model explains 72.4% of the variance in the economic resilience of MSMEs. These findings provide theoretical contributions to the development of MSME digital transformation models and practical implications for technology-based economic empowerment policies.