The purpose of this research is to determine the determinants of choice variables for MSME companies in Cimahi when it comes to using e-commerce. In this study, the Theory of Planned Behavior (TPB) is used as a theoretical framework to construct research hypotheses. The earliest stages of the research began with the collection of primary data in the form of questionnaire responses from Cimahi chips SMEs, with a total of 148 respondents filling out the questionnaire. The acquired data will next be processed using various linear regression methods. According to the findings of the study, Cimahi chip SMEs have a favorable attitude toward e-commerce adoption. They also include the influence of social norms as a factor to consider when adopting e-commerce. Perceived behavioral control influences e-commerce adoption as well. Based on the findings of the research, footwear MSMEs that have not used e-commerce should analyze the benefits of e-commerce for business, while MSMEs that have used e-commerce can assess the benefits and restrictions of utilizing e-commerce. The government can also help MSMEs adopt e-commerce by giving training, constructing suitable infrastructure, and establishing applicable legislation.

As a result, the goal of this article is to examine the marketing mix used by Antam's Padjadjaran Branch Group to market gold savings products, to evaluate the limitations and challenges faced by the marketing mix within the Antam Group Pajajaran Branch, and to develop marketing strategy recommendations to address both internal and external challenges encountered during the process of marketing gold savings products at the Antam Group Pajajaran Branch. Data for this study was acquired through interviews, observations, and recording using a qualitative descriptive methodology. The Antam Pajajaran Group Branch Managers, the Antam Pajajaran Branch Group Marketing Department, and the Gold Savings Products Pajajaran Bandung Branch's clients served as the study's informants. This study used the marketing mix theory as a guide. The study's conclusions include the marketing tactics used by Antam Group's Pajajaran Branch, which apply segmentation, targeting, and positioning principles, as well as the marketing mix, which includes product, price, place, promotion, people, processes, and facilities.