A ADOPSI E-COMMERCE PADA USAHA MIKRO KECIL MENENGAH (UMKM) KANAYA BAKERI & PASTRY DI KOTA PADANG

Abstract

Kanaya Bakery & Pastry, a micro, small, and medium enterprise (MSME) in Padang City, specializes in the production of bread and pastries. In line with the advancements in digital technology, this business faces challenges in expanding its market reach and increasing sales. This study aims to analyze the process of e-commerce adoption by Kanaya Bakery & Pastry, its impact on business operations, and the challenges encountered during this transition.

The research employs a qualitative descriptive method, with data collected through observation, interviews, and documentation. The findings reveal that e-commerce adoption has yielded positive outcomes, including an expanded market reach beyond Padang City, a 30% increase in revenue within six months, and enhanced efficiency in order management through WhatsApp Business. Social media and online marketplaces serve as the primary platforms supporting marketing efforts and customer communication.

Despite these benefits, the business faces several obstacles, such as limited technological knowledge, unstable internet connectivity, and increasingly intense market competition. Kanaya Bakery & Pastry has addressed these challenges by implementing strategies such as advanced training, hiring additional staff, and investing in digital infrastructure. This study highlights that e-commerce adoption is a strategic step for enhancing the competitiveness of MSMEs in the digital era. Support from the government and local communities is expected to accelerate the digital transformation process for other MSMEs.