<![CDATA[This study aims to analyze the level of e-commerce adoption and its influencing factors among Micro, Small, and Medium Enterprises (MSMEs) in Banda Aceh City by developing a structural model based on the TOEI framework (Technological, Organizational, Environmental, and Individual factors). Despite the high potential for digitalization in the MSME sector, the level of e-commerce adoption in the region remains moderate. A quantitative approach was employed, involving a survey of 100 MSMEs selected through probability sampling. The data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that e-commerce adoption among MSMEs falls into the moderate category, with perceived benefits rated high, while the usage process and usage constraints are also categorized as moderate. The structural model reveals that technological factors (β = 0.508; p < 0.001) and individual factors (β = 0.251; p < 0.05) significantly influence e-commerce adoption, whereas organizational and environmental factors do not exhibit a significant effect. The model demonstrates strong explanatory power, with an R² value of 0.811, indicating that 81.1% of the variance in e-commerce adoption is explained by the four factors. These findings underscore the importance of technological readiness and individual digital competencies in driving the digital transformation of MSMEs. Policy implications include enhancing digital literacy, expanding access to technological infrastructure, and fostering multi-stakeholder collaboration to accelerate inclusive e-commerce adoption.]]>
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