Training Program Intensity in Building Entrepreneurial Abilities of Sellers in Shopee (Study on MSME that utilize Shopee in Bandung)
Yossi Yostiani, Tjutju Yuniarsih*- Rini Meilani Intansari.

Universitas Pendidikan Indonesia

Abstract

The background of the study is the low ability of MSME in running a digital business using e-commerce platform. Thus, there is a need to conduct research that will focus on sustainable training program which is based on digital technology. Reflecting to post covid situation, some MSMEs were forced to close their businesses because they were unable to adjust to the online sales system. Thus, MSME need to continually adjust themselves to build their business communications. This study highlighted a training program provided by Shopee that aimed at supporting MSMEs in digital business context. By participating in intensive Shopee training program, the MSME would develop the necessary skills which can be utilized to open business opportunities by reaching out to a wider market. They will find it easier to interact with buyers, grow their business faster, and be more cost efficient, when compared to conventional sales services. The data collection was conducted by distributing questionnaires. The analysis was carried out through a simple regression test using SPSS Version 26 program. The results showed that there was a significant positive relationship between the intensity of the training program and the entrepreneurial abilities of online sellers at Shopee.

Keywords: Training Program Intensity, Entrepreneurship Capability, E-Commerce platform

Topic: Organizational Behavior, Leadership and Human Resources Management