Inovasi Model Bisnis Platform untuk Meningkatkan Keunggulan Kompetitif Teknologi Digital di Industri E-Commerce Indonesia: Studi Kasus UMKM

The e-commerce industry in Indonesia is experiencing rapid growth, driven by advancements in digital technology and changes in consumer behavior. In facing intense competition, innovation in platform business models becomes key to enhancing competitiveness, especially for Micro, Small, and Medium Enterprises (MSMEs). This study analyzes how innovation in platform business models can strengthen the competitive advantage of MSMEs in the e-commerce sector. The methodology used is qualitative, employing in-depth interviews and focus group discussions. The results show that MSMEs adopting platform business models can achieve higher operational efficiency, reach broader markets, and enhance customer loyalty. However, challenges such as limited resources and a lack of digital skills must be addressed through training and support. This study recommends the importance of government support in helping MSMEs adapt to digital innovations