Penerapan E-Commerce Untuk Pemasaran Pada Usaha Fashion Lokal Di Kota Bandung

Abstract

This study aims to examine and formulate e-commerce implementation tactics to increase marketing 
effectiveness in local fashion businesses in Bandung, considering obstacles such as limited global 
market reach, competition from foreign brands, and business owners' reluctance to embrace digital 
transformation. Adopting a descriptive-qualitative literature review approach, this study focuses on 
identifying critical obstacles, designing sustainable e-commerce marketing strategies, and measuring 
their impact on the monetary and non-monetary performance of fashion MSMEs. The results confirm 
that the implementation of e-commerce is an effective way to increase sales turnover and expand the 
market area by 20-30% within a semester. The most effective tactic is the cross-channel method, which 
combines the transactional power of electronic platforms (such as Shopee and Tokopedia) with the 
engagement power of social networks (Instagram, TikTok), while strengthening local branding as a 
competitive advantage. However, the main obstacles lie in limited digital capabilities, availability of 
investment capital, and reluctance to change. As a theoretical contribution, this study proposes a Digital 
Readiness Framework for MSMEs (Modified TAM), which adds the variable of Digital Environment 
Support to overcome implementation barriers at the MSME level. The policy effect encourages the 
Bandung regional authorities to pay attention to comprehensive digital literacy education, and the 
practical advice for MSMEs is to prioritize rapid product updates and partnerships with digital resellers.