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Jurnal Ekonomi dan Bisnis Jagaditha
Published by Universitas Warmadewa
ISSN : 23554150     EISSN : 25798162     DOI : 10.22225/jj
Core Subject : Economy,
Economics, Econometrics & Finance
JAGADITHA: Jurnal Ekonomi & Bisnis P-ISSN: 2355-4150, E-ISSN: 2579-8162 is a journal of economic and bussiness published by Management Deparment, Postgraduated Program, Warmadewa University, provides a forum for publishing research articles or review articles. This journal has been distributed by WARMADEWA PRESS started from Volume 1 Number 1 Year 2014 to present. The scope of journal is restricted to the fields of economic and business study. The journal is published twice a year every march and september.
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Search results for , issue "279-293" : 1 Documents clear
E-Commerce for All: How Gen Z is Empowering MSMEs Towards Economic Resilience Made Ary Meitriana; M. Rudi Irwansyah
Jurnal Ekonomi dan Bisnis Jagaditha 279-293
Publisher : Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/jj.12.2.2025.279-293

Abstract

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.

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