ANALYSIS OF THE EFFECT OF USING E-COMMERCE AND MSME COACHING ON INCREASING SASIRANGAN SALES IN BANJARMASIN CITY (Case Study of MSMEs Sasirangan Kampung Sasirangan Sungai Jingah)

This study aims to analyze the effect of the use of e-commerce and MSME coaching on increasing sales of sasirangan products in Banjarmasin City. This study focused on MSMEs Sasirangan Kampung Sasirangan in Sungai Jingah as a case in point. Sasirangan is a typical local product that reflects the traditional culture and art of Banjarmasin.The research method used is a survey with data collection through questionnaires distributed to Sasirangan MSME owners in Sasirangan Sungai Jingah Village. The research sample consisted of 34 respondents of randomly selected MSME actors. The data collected were analyzed using multiple linear regression methods to examine the effect of variable use of e-commerce and MSME coaching on increasing sales of Sasirangan.The results showed that the use of e-commerce (X1) had a positive and insignificant influence on increasing sales of Sasirangan. In the digital era, e-commerce provides an effective platform to expand market reach and increase the visibility of Sasirangan products. In addition, the development (X2) of MSMEs also has a positive and significant influence on increasing Sasirangan sales. MSME coaching helps improve product quality, marketing, and business management of Sasirangan MSMEs.This research provides a better understanding of the importance of using e-commerce and coaching MSMEs in supporting increased sales of Sasirangan products. This finding can be a guide for Sasirangan MSMEs and related stakeholders to optimize the use of e-commerce and improve MSME development programs to strengthen the sasirangan industry in Banjarmasin Cit