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ABSTRACT:

This research aims to analyze the determinants of Micro, Small, and Medium Enterprises (MSMEs) decisions in using e-commerce in Nganjuk Regency. Using the UTAUT Theory (Unified Theory of Acceptance and Use of Technology) approach, this research uses variables on the influence of performance expectations, business expectations, social influences, and facility conditions on MSMEs' decisions in adopting e-commerce platforms. The method used was a quantitative method, with 355 MSMEs as respondents. The results of the analysis show that all the factors studied have a significant influence on the decision to use e-commerce, with performance expectations and business expectations as the main drivers. However, challenges such as limited infrastructure and lack of digital skills are still obstacles for MSMEs in utilizing e-commerce optimally. This research concludes that to increase e-commerce adoption, support from the government is needed in terms of training and infrastructure development. By utilizing e-commerce, MSMEs in Nganjuk Regency can expand their markets, increase operational efficiency, and compete better in the digital era.

KEYWORDS:

MSMEs, E-Commerce, Technology Adoption, UTAUT

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