Analysis of the Influence of Entrepreneur Mindset, Product Innovation, and Product Knowledge on MSMEs Business Development E-Commerce Based

This study aims to analyze the influence of entrepreneurial mindset, product innovation, and product knowledge on the development of MSMEs based on e-commerce in East Luwu Regency. The research approach uses a quantitative method with multiple linear regression analysis. The research was conducted at the Department of Trade, Cooperatives, MSMEs, and Industry of East Luwu Regency with a sample size of 164 individuals. Data collection was done using questionnaires and literature sources. Data analysis involved multiple linear regression after validity and reliability tests using the SPSS (Statistical Product and Service Solution) application. The results of this study show that (1) Entrepreneurial mindset has a significant influence on the development of MSMEs based on e-commerce. (2) Product innovation has a significant influence on the development of MSMEs based on e-commerce. (3) Product knowledge has a significant influence on the development of MSMEs based on e- commerce. (4) Entrepreneurial mindset, product innovation, and product knowledge simultaneously have a significant influence on the development of MSMEs based on e- commerce.