Digital Performance Analysis of SEUJUTA RISE Based on the Green Economy for the Post-Disaster Recovery of Food MSMEs in Pidie Jaya Regency

Abstract

This study aims to analyze the effect of green economy-based MSME competitiveness on millennials’ consumer interest in the e-commerce market in Pidie Regency. The development of digitalization and increasing consumer awareness of environmentally friendly products provide strategic opportunities for MSMEs to improve business competitiveness in the digital economy era. However, there are still limitations in the implementation of green economy principles and the utilization of digital marketing among some local MSMEs. This study employed a quantitative approach using a survey method. The research data were collected through questionnaires distributed to 100 respondents consisting of MSME actors and millennial consumers. The sampling technique used accidental sampling. Data analysis was conducted using validity and reliability tests, descriptive statistics, simple linear regression, t-test, and the coefficient of determination (R²) with the assistance of SPSS. The results showed that green economy-based MSME competitiveness had a positive and significant effect on millennials’ consumer interest in the e-commerce market. This was evidenced by a calculated t-value of 6.742, which was greater than the t-table value of 1.984, with a significance level of 0.000 < 0.05 indicating that green economy-based MSME competitiveness made a substantial contribution to millennials’ consumer interest. This study concludes that the implementation of green economy principles, product innovation, and digital marketing can improve MSME competitiveness while strengthening millennials’ interest in local products in the e-commerce market. Therefore, strengthening MSME digitalization and implementing green economy principles sustainably are necessary to support local economic growth.