E-COMMERCE SEBAGAI KATALISATOR PENGEMBANGAN EKONOMI DIGITAL: STUDI STRATEGI PEMASARAN DAN DAMPAKNYA

Benediktus Rolando

Authors

Benediktus Rolando Universitas Dinamika Bangsa, Indonesia Author

Keywords:

Keamanan Siber, Ekonomi Digital, Literasi Digital, E-Commerce, UMKM

Abstract

Pertumbuhan e-commerce yang pesat berdampak signifikan pada perkembangan ekonomi digital secara global dan di Indonesia. Studi ini mengeksplorasi isu-isu kritis seperti peran e-commerce dalam mendorong pertumbuhan ekonomi, memberdayakan Usaha Mikro, Kecil, dan Menengah (UMKM), dan mengatasi tantangan seperti keamanan siber dan akses digital yang tidak merata. Penelitian ini menggunakan pendekatan tinjauan sistematis mengikuti pedoman PRISMA, menganalisis 48 studi yang diterbitkan antara 2018 dan 2024. Hasil menunjukkan bahwa e-commerce meningkatkan akses pasar, efisiensi operasional, dan daya saing UMKM, namun menghadapi hambatan termasuk keterbatasan literasi digital dan ancaman keamanan siber. Analisis bibliometrik menggarisbawahi pentingnya kolaborasi strategis, kebijakan pemerintah, dan inovasi teknologi dalam menumbuhkan ekosistem e-commerce yang tangguh. Studi ini menyimpulkan bahwa upaya holistik yang mengintegrasikan kebijakan inklusif, peningkatan literasi digital, dan kerangka kerja keamanan siber yang kuat sangat penting untuk memaksimalkan kontribusi e-commerce terhadap pertumbuhan ekonomi digital yang berkelanjutan.

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