Pengaruh Penerapan E-commerce Terhadap Peningkatan Daya Saing Usaha (Studi Famys Hijab Marpoyan Pekanbaru)

ABSTRACT By DESINTA RAHMAWATI 177210462 This study aims to discuss the importance of knowing the effect of e-commerce on increasing business competitiveness in the business of Famys Hijab Marpoyan Pekanbaru. This type of research uses a descriptive survey research type. The research method used is a quantitative research method because the researcher collects data by analyzing the data and by describing or describing the data by making direct observations at the research site. The importance of the influence of e-commerce because e-commerce in Famys Hijab affects business competitiveness from other competitors. The results of the study show the effect of the application of e-commerce in terms of three indicators, namely trading via the internet and intranet, trading through internet web facilities, and trading through data exchange systems. Meanwhile, competitiveness is seen from three indicators, namely competitive price, product quality, and competitive advantage. The population in this study were 30 customers of Famys Hijab Marpoyan Pekanbaru using the Slovin Formula. The results of the instrument validity test show that r arithmetic r table means that all item statements are valid and the reliability is above 0.60 which means reliable. If viewed based on the t test, it shows that the value of t count is (3.099) t table (1.701) sig (0.004) 0.1. This shows that the implementation of e-commerce is partly influenced by business competitiveness. Then, the coefficient of determination (R2) is 0.505 or rounded up to 51% of e-commerce on business competitiveness, while the remaining 49% is influenced by other variables not examined in this study