<![CDATA[Digital transformation has encouraged micro, small, and medium enterprises (MSMEs) to adopt e-business to enhance competitiveness, operational efficiency, and business sustainability. However, the level of e-business adoption and digital readiness among MSMEs is still influenced by various internal and external factors. This study aims to analyze the influence of technological, organizational, and environmental factors on e-business adoption and to identify the digital readiness level of F&B MSMEs in Cimahi City. A quantitative approach was used, collecting data through questionnaire surveys from 100 MSME owners, which were then analyzed using PLS-SEM. The results indicate that organizational and environmental factors have a positive and significant effect on e-business adoption, whereas technological factors do not have a significant effect. The research model demonstrates moderate to substantial explanatory power, explaining more than half of the variance in e-business adoption. The digital readiness assessment further reveals that most MSMEs have reached the digital transformation stage, while the remaining enterprises are at the innovation, transition, and basic stages. These findings indicate that strengthening organizational capacity and enhancing external environmental support play a more dominant role than technological readiness in promoting e-business adoption.]]>
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