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The Covid-19 pandemic has had a significant impact on the growth and development of the world economy. Therefore, there needs to be changes or innovations that must make to improve economic conditions, one of which is through the development of online marketing (E-commerce), which has begun to be implemented by MSMEs in Indonesia. This study aims to determine the e-commerce strategy to increase the development of MSME innovation in the new normal era. This research shows that e-commerce readiness is very important in times of uncertainty, such as the COVID-19 pandemic. The level of readiness will determine the viability and sustainability of a company or business in a volatile business environment. E-commerce can evaluate readiness based on Technology Readiness, Organizational Readiness, and Environmental Readiness. However, not all perspectives are considered in making decisions about implementing or improving e-commerce during the pandemic.

At the end of 2019 Indonesia began to enter the Covid-19 pandemic which caused a decline in the turnover of several MSMEs. So it is necessary to carry out market research. In determining the need for furniture in the market, every MSME in the furniture sector must carry out a market strategy, one of the market strategies is segmenting, targeting and positioning (STP). In this strategy, it is possible to divide heterogeneous prospective customers into homogeneous prospective customers so that market conditions can be easily entered by MSMEs, especially in the furniture sector. The aims of this study are: 1) to determine the suitability of market segmentation carried out by MSME furniture, Basuki Lacasa; 2) determine the suitability of the target market carried out by MSME Basuki Lacasa; 3) to find out the results of the position of MSME Basuki Lacasa in the market. The method in this research is qualitative with 1 key informant and 3 co-informants. The final result obtained in this research is the application of segmenting, targeting and positioning that has been carried out in accordance with market conditions. STP (Segmenting, Targeting, Positioning) carried out by UMKM Furniture Basuki Lasaca are as follows: (a) the targeted market segments are the upper social class, lower social class and middle social class, (b) the selected target market is in the form of segment concentration or single market, (c) Basuki Lasaca furniture is positioned as furniture with high quality.

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan kepercayaan konsumen terhadap pembelian online. Metode ini menggunakan metode kuantitatif deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis dengan uji parsial (uji t) dan simultan (uji F). Hasil penelitian menunjukkan terdapat pengaruh positif antara kualitas pelayanan terhadap keputusan pembelian online. Terdapat pengaruh positif antara kepercayaan konsumen terhadap keputusan pembelian online. Secara bersama-sama terdapat pengaruh positif antara kualitas pelayanan dan kepercayaan konsumen terhadap keputusan pembelian online. Kesimpulannya yaitu yang berpengaruh positif adalah kualitas pelayanan dan kepercayaan konsumen. Untuk peneliti selanjutnya dapat mengembangkan penelitian ini dengan menambah variabel lain seperti: promosi dan harga yang dapat mempengaruhi keputusan pembelian dan dapat menggunakan metode penelitian kualitatif dengan mengkaji lebih dalam variabel-variabel tentang keputusan pembelian. Kata kunci: Kualitas pelayanan; kepercayaan konsumen; keputusan pembelian online Online purchasing decisions are influenced by the quality of service and consumer confidence

The country of Indonesia is very beautiful and enchanting with a variety of cultures, ethnicities, customs, and religions that are owned from Sabang to Merauke. Historical background, a cool and geographical environment of various ethnicities, the development of the region, various languages are also one of the factors that add to the richness of Indonesian culture to be known in the global community. these differences provide more value for Indonesia. The uniqueness and diversity will never be extinct if it continues to be preserved by the nation's generation. As an archipelago country with various cultures and has quite a number of citizens, Indonesia will be easily known abroad..