Peran Digitalisasi Terhadap Kinerja UMKM E-Commerce di Papua Barat: Regresi logistik biner

This study aims to identify the role of digitalization aspects in the performance of E-Commerce MSMEs in West Papua in 2023. The analytical method used is inferential statistics with a binary logistic regression approach. The results show that digital marketing training is the only variable that has a significant effect on the performance of E-Commerce MSMEs. Based on an odds ratio value of 11.151, it can be concluded that business owners or managers who participate in information technology-based digital marketing training are 11.151 times more likely to experience improved E-Commerce MSME performance compared to those who do not participate in such training. In addition, the study finds that E-Commerce MSMEs still face various challenges in running online businesses, such as low demand for goods/services and limited delivery services. These findings underscore the importance of digitalization aspects, particularly digital marketing training, in improving E-Commerce MSME performance, although challenges remain, such as limited demand and delivery service availability.