IMPLEMENASI PASAL 71 PERATURAN PEMERINTAH NO 7 TAHUN 2021 TERKAIT PEMASARAN PRODUK UMKM MELALUI PERDAGANGAN ELEKTRONIK PADA KECAMATAN SAWAHAN KOTA SURABAYA

Abstract

This study aims to evaluate the implementation of Article 71 of Government Regulation Number 7 of 2021 concerning the marketing of Micro, Small, and Medium Enterprises (MSMEs) products through electronic commerce in Sawahan District, Surabaya City. The regulation represents a legal policy that obliges the government to support MSMEs by providing digital infrastructure, training, promotion, and legal protection to enhance their competitiveness in the digital era. This research uses a qualitative approach with empirical legal research methods. Data collection techniques include interviews, observations, and documentation involving MSME actors and local government officials. The findings reveal that although most MSME actors have utilized digital platforms such as social media and marketplaces, their understanding of the legal regulations is still limited. The main challenges identified are low levels of legal and digital literacy, limited infrastructure, and insufficient dissemination and assistance from the local government. The study concludes that the implementation of Article 71 is not yet optimal and recommends strengthening legal aspects through regulatory socialization and a more active role of the government in providing legal and technological support for MSMEs.

Keywords: MSMEs, Electronic Commerce, Policy Implementation, Article 71 of Government Regulation No. 7 of 2021.