Transformasi Digital UMKM: Analisis Pengaruh Pemanfaatan E-Commerce terhadap Kinerja UMKM di Sektor Kuliner Kabupaten Tabanan

This study aims to analyze the effect of e-commerce utilization on the performance of MSMEs in the culinary sector in Tabanan Regency. The background of this research is based on the importance of digital transformation as an effort to improve the competitiveness and sustainability of MSMEs in the digital economy era. This research uses a quantitative approach with a survey method through distributing questionnaires to MSME players who have utilized e-commerce in their business operations. The sample was determined by probability sampling method with stratified random sampling technique and the data was analyzed using simple linear regression. The results showed that e-commerce utilization had a positive and significant effect on business performance in the culinary sector in Tabanan Regency, with a positive parameter coefficient value of 0.306 with a significance of 0.000 <0.05. This finding indicates that the higher the level of e- commerce utilization by business actors, the better their business performance, both in terms of increased sales, operational efficiency, and customer satisfaction. Based on these results, it is suggested that MSMEs should be more active in integrating e-commerce into their business strategies in a sustainable manner. In addition, local governments and related parties are expected to increase support in the form of digital training, access to technology, and mentoring so that the digitalization of MSMEs can run more optimally and evenly.