Training Program Intensity in Building Entrepreneurial Abilities of Sellers in Shopee (Study on MSME that Utilise Shopee in Bandung)

Yossi Yostiani, Tjutju Yuniarsih () and Rini Intansari Meilani
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Yossi Yostiani: Universitas Pendidikan Indonesia
Tjutju Yuniarsih: Universitas Pendidikan Indonesia
Rini Intansari Meilani: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 890-897 from Springer

Abstract: Abstract In the modern digital company landscape, e-commerce technologies are vital for operational expansion and revenue growth. MSMEs stopped operations post-pandemic due to their inability to use e-commerce platforms and adapt to online sales. The study examines the importance of researching sustainable training programs that use digital technologies, particularly Shopee’s training programs, Southeast Asia’s largest E-commerce platform dedicated to helping MSMEs improve their digital businesses. MSMEs can gain the skills and competencies needed to broaden their market by actively engaging in Shopee’s rigorous training programs. This will improve buyer interactions, boost business growth, and make them more efficient and cost-effective than traditional sales services. In this study, 90 MSMEs participating in Shopee’s digital marketing training programs were given questionnaires. Simple regression tests were performed in SPSS Version 26. Analysis reveals a significant positive correlation between training intensity and entrepreneurial aptitude among MSMEs who use the Shopee platform.

Keywords: Training Program Intensity; Entrepreneurship Capability; E-Commerce platform (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_118

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