E-COMMERCE-BASED SOCIAL ENTREPRENEURSHIP DEVELOPMENT STRATEGY FOR VILLAGE COMMUNITY ECONOMIC EMPOWERMENT

Abstract

E-commerce-based social entrepreneurship is a strategic solution to improve the economic welfare of rural communities in the digital era. This study aims to analyze the strategy for developing e-commerce-based social entrepreneurship in empowering the rural economy, identify supporting and inhibiting factors, and formulate an effective implementation model. The research method uses a qualitative approach with case studies in three villages assisted by the social entrepreneurship program in Central Java. Data collection was conducted through in-depth interviews with social entrepreneurs, village facilitators, and the community, as well as direct observation and document analysis. The results show that an effective e-commerce-based social entrepreneurship development strategy encompasses five main dimensions: (1) strengthening the digital capacity of rural communities, (2) developing high-value local products, (3) building an inclusive digital ecosystem, (4) sustainable multi-stakeholder collaboration, and (5) an adaptive social business model. Supporting factors for success include the commitment of the village government, the availability of digital infrastructure, and the spirit of community mutual cooperation. Meanwhile, the main obstacles faced are limited digital literacy, access to capital, and gaps in technological infrastructure. This study recommends the importance of a holistic approach that integrates capacity building, institutional strengthening, and technological innovation in the development of e-commerce-based social entrepreneurship to achieve sustainable economic empowerment of rural communities.