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TRANSFORMASI DIGITAL UMKM GULA AREN MELALUI MODEL E-BUSINESS B2C BERBASIS WEB MOBILE UNTUK MENINGKATKAN AKSES PASAR DAN DAYA SAING USAHA

Kasmi Kasmi(1), Sudewi Sudewi(2), Rita Irviani(3), Rahmaini Rahmaini(4),


(1) Prodi Bisnis Digital, Institut Bakti Nusantara, Lampung
(2) Prodi Bisnis Digital, Institut Bakti Nusantara, Lampung
(3) Prodi Bisnis Digital, Institut Bakti Nusantara, Lampung
(4) Prodi Manajeman Informatika, Institut Bakti Nusantara, Lampung
Corresponding Author

Abstract


Limited market access and reliance on conventional marketing remain significant barriers for palm sugar micro, small, and medium enterprises (MSMEs) in improving their business competitiveness. This study aims to develop and evaluate a mobile web-based Business-to-Consumer (B2C) e-business model to support the digital transformation of palm sugar MSMEs in Sumber Mulyo Village, Tanggamus Regency, Indonesia. The system was developed using the Prototype model through communication, quick planning, design, prototype construction, testing, and user evaluation. The proposed system integrates product catalogs, ordering, payment, delivery, and transaction monitoring, while social media serves as a promotional and customer acquisition channel. The evaluation involved 55 customers using a four-point Likert scale covering interface quality, ease of use, security, and seller responsiveness. The results indicate that the overall customer experience increased from 60.3% before implementation to 88.6% after implementation, representing an improvement of 28.3 percentage points. Seller responsiveness showed the highest improvement, increasing from 58.3% to 90.5%, followed by ease of use from 59.5% to 89.5%, interface quality from 62.3% to 87.8%, and security from 61.3% to 86.8%. This study introduces a B2C Mobile Web that integrates social media as a customer acquisition channel and mobile web technology as a digital transaction hub. The proposed model demonstrates its potential to improve service quality, expand market access, and strengthen the competitiveness of local commodity-based MSMEs.

Keywords


Digital Marketing; E-Business; Mobile Web; MSMEs; Palm Sugar.

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DOI: 10.56327/jurnaltam.v17i1.1906

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