THE INFLUENCE OF THE MARKETPLACE IN INCREASING THE COMPETITION OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES)

The aim of this research is to analyze the influence of the marketplace in increasing competition for Small and Medium Enterprise (SME). This research uses a qualitative descriptive method to analyze the influence of the marketplace. Data was obtained through library research or literature study. The development of information technology today has a significant impact on competition in the business world, one of which is SME. Some marketplaces that are widely used include Tokopedia, Shopee, and Lazada. SME players can take advantage of the marketplace to attract more customers in the competition in the market. However, there are still many SME players who have not optimally utilized the existing features, thus becoming an obstacle in competing with other competitors.