Implementation of the East Java Online Shopping Program to Increase MSME Income in Malang City
Keywords:
digitalization of MSMEs, regional e-commerce platforms, increasing incomeAbstract
This study aims to analyze the implementation of the East Java Online Shopping program and its impact on increasing MSME income in Malang City. A descriptive qualitative approach was used, using in-depth interviews, observation, and documentation techniques with 20 MSME informants participating in the program. The results showed that of the 247 registered MSMEs, the active participation rate reached 73% with an average increase in income of 45-60% after joining for at least six months. The fashion sector recorded the highest increase of up to 75%, followed by crafts at 58%, culinary at 48%, and agricultural products at 35%. Factors influencing success include digital literacy, consistent online store management, product quality, and mentoring support. The main obstacles faced were limited digital capabilities of MSMEs, platform technical issues, and competition with commercial marketplaces. This program is effective in improving the welfare of MSMEs by expanding the reach of the digital market, but requires continuous improvement in the technical aspects of the platform and the intensity of mentoring to optimize the impact.
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