Enhancing MSME Sales Performance on E-commerce Platforms: Exploring the Interplay of Digital Skills, Product Innovation, and User Experience

Titin Titin; Abu Muna Almaududi Ausat; M. Indre Wanof; Syamsuri Syamsuri; Kraugusteeliana Kraugusteeliana

doi:10.15408/aism.v8i1.45854

Enhancing MSME Sales Performance on E-commerce Platforms: Exploring the Interplay of Digital Skills, Product Innovation, and User Experience

Titin Titin, Abu Muna Almaududi Ausat, M. Indre Wanof, Syamsuri Syamsuri, Kraugusteeliana Kraugusteeliana

Abstract

This study aims to analyze the relationship between digital skills, product innovation, and user experience with MSME sales performance on e-commerce platforms in Semarang. This research is based on the Resource-Based View (RBV) and Diffusion of Innovations (DOI) theories and uses a quantitative method with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique to analyze data from 100 MSMEs. The results indicate that digital skills have a significant positive impact on sales performance by enabling MSMEs to optimize digital marketing and online transaction processes. Product innovation also contributes significantly by aligning products with consumer needs and fostering brand loyalty. Furthermore, user experience plays a crucial role in influencing consumer satisfaction and repeat purchases, thereby enhancing sales performance. These findings suggest that MSMEs should prioritize digital upskilling, continuous product development, and platform optimization to thrive in the digital economy. This research contributes to the literature by offering an integrated perspective on how internal capabilities and user-centric strategies jointly drive MSME performance on e-commerce platforms, particularly in emerging market contexts like Indonesia.

Keywords

Digital skill, product innovation, user experience, MSME, e-commerce

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