<![CDATA[This research aims to analyze the effect of e-commerce Mbizmarket usage on MSME business performance with purchase intention as a mediating variable in MSMEs in Gorontalo Province. The research uses a quantitative approach with a survey method on 85 MSME actors using Mbizmarket determined through purposive sampling technique. Data analysis is conducted using Partial Least Square Structural Equation Modeling (PLS SEM) to test the direct and indirect relationships between research variables. The results show that e-commerce usage has a positive and significant effect on business performance and MSME purchase intention. Furthermore, purchase intention is proven to have a positive and significant effect on business performance and is able to mediate the relationship between e-commerce usage and MSME business performance. These findings indicate that optimizing the utilization of digital platforms can enhance purchase intention, which impacts productivity and business performance improvement. This research provides implications that strengthening the digital transformation of MSMEs needs to be supported through increasing digital literacy, developing technology-based marketing strategies, and strengthening business competitiveness to encourage sustainability and growth of MSMEs in the digital economy era.]]>
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