The Impact of E-Commerce Digitalization on Consumer Behavior and Business Performance Improvement in Small Retail Shops in Medan
Keywords:
E-Commerce, Digitalizatio, Consumer Behavior, Business Performance, Small Retail Shops, MedanAbstract
This study aims to examine the impact of E-Commerce digitalization on consumer behavior and the improvement of business performance in small retail shops in Medan. With the advancement of technology and the increasing use of the internet, E-Commerce has become an essential component of modern business activities, influencing how consumers shop and how business owners manage their operations. This research employs a quantitative approach using a survey of 150 respondents, consisting of small retail shop owners and consumers in Medan. The findings reveal that E-Commerce digitalization has a positive effect on consumer behavior, particularly in terms of ease of access, shopping convenience, and increased satisfaction. Moreover, digitalization also contributes to the improvement of business performance, as indicated by increased sales, reduced operational costs, and enhanced efficiency. This study offers recommendations for small business owners to leverage E-Commerce platforms in order to enhance competitiveness and operational efficiency.
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Copyright (c) 2024 Imanuel Tarigan, Parasian DP Silitonga (Author)
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