THE ROLE OF E-COMMERCE IN DRIVING THE DIGITAL ECONOMY: AN ANALYSIS OF MARKETING STRATEGIES AND THEIR INFLUENCE
Keywords:
Cybersecurity, digital economy, digital literacy, e-commerce, MSMEsAbstract
The rapid growth of e-commerce significantly impacts digital economic development globally and in Indonesia. This study explores critical issues such as the role of e-commerce in driving economic growth, empowering Micro, Small, and Medium Enterprises (MSMEs), and addressing challenges like cybersecurity and unequal digital access. The research employs a systematic review approach following PRISMA guidelines, analyzing 48 studies published between 2018 and 2024. Results indicate that e-commerce improves market access, operational efficiency, and MSME competitiveness, yet faces barriers including limited digital literacy and cybersecurity threats. Bibliometric analysis underscores the importance of strategic collaboration, government policy, and technological innovation in fostering a resilient e-commerce ecosystem. The study concludes that holistic efforts integrating inclusive policies, enhanced digital literacy, and robust cybersecurity frameworks are essential for maximizing e-commerce's contributions to sustainable digital economic growth.
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