Elya Kurniawati, Kun Sila Ananda
Technological development requires MSMEs (Micro, Small & Medium Enterprises) to adopt technologies such as e-commerce as a means to reach the international market, and this includes the MSME Friday Night Coffee owner. This research aims to find out the behaviors that influence the decision of the MSME Friday Night Coffee owner to adopt e-commerce as a means of going international. This research was conducted using qualitative descriptive methods. Data collection technique was carried out by interviews with key informants. This study results showed that e-commerce technology can improve the economy of the community by providing the convenience of the transaction process that can be done online. By the time saved, this convenience also increases the market share. E-commerce is able to make transactions faster, safer, more practical, and more efficient. The MSME Friday Night Coffee owner has been proven to dare to challenge the Madurese culture. The role of the business owner is very important for every business, because he or she must devise a good strategy for the business as it moves move towards an e-commerce platform. © 2020 AJHTL.
Malang State University, Jl. Semarang No. 5, Malang, 65145, Indonesia
