PERSEPSI PELAKU UMKM TERHADAP PRAKTIK GREEN E-COMMERCE DALAM MENDUKUNG KEBERLANJUTAN BISNIS

https://doi.org/10.36441/kewirausahaan.v9i1.3739

Authors

  • Laras Annisa Ulfitri Nedi Universitas Islam Syekh-Yusuf
  • Naufal Adjie Universitas Islam Syekh Yusuf
  • Randi Hardiansyah Universitas Islam Syekh Yusuf

Abstract

Penelitian ini bertujuan untuk mendeskripsikan persepsi pelaku UMKM terhadap praktik green e-commerce serta perannya dalam mendukung keberlanjutan bisnis. Penelitian menggunakan metode kualitatif deskriptif melalui wawancara semi-terstruktur, observasi langsung, dan dokumentasi terhadap lima pelaku UMKM yang dipilih secara purposive sampling. Hasil penelitian menunjukkan bahwa sebagian besar responden belum memahami konsep green e-commerce secara utuh. Praktik ramah lingkungan masih terbatas pada penggunaan kemasan tertentu dan pengiriman sederhana, sementara hambatan utama yang dihadapi adalah biaya, keterbatasan informasi, dan akses bahan ramah lingkungan. Meski demikian, responden menunjukkan keterbukaan untuk belajar dan mengadopsi praktik yang lebih berkelanjutan. Temuan ini menegaskan pentingnya sosialisasi, pelatihan, dan pendampingan bagi UMKM agar green e-commerce dapat menjadi strategi yang mendukung keberlanjutan usaha. Keywords: Green e-commerce, MSMEs perception, business sustainability

Published

2026-06-30

Issue

Vol. 9 No. 1 (2026): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2026

Section

Artikel
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Copyright (c) 2026 Laras Annisa Ulfitri Nedi, Naufal Adjie, Randi Hardiansyah

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