This study aims to determine the public's response to e-commerce, determine the impact of the application of e-commerce on the behavior of the people of Tanjungpinang City, determine the level of public satisfaction in conducting trade transactions through e-commerce and identify internal and external factors in the application of e-commerce in small and medium enterprises. . . The type of research used is qualitative, the data sources used are primary and secondary data sources. The analysis technique used is the analysis of Internal Factors Analysis and External Factors Analysis and analysis of Strengths, Weaknesses, Opportunities, and Threats. The results of this study indicate that the application of e-commerce is almost entirely familiar with e-commerce as an online buying and selling transaction using technology and utilizing internet media that can be used at any time, in using e-commerce the constraints faced are only from the inaccessible internet network. at some place. E-commerce has many conveniences, is more effective and efficient and feels satisfaction after making a purchase using Tanjungpinang. Based on the number of strengths and opportunities that are more dominant than weaknesses and threats. E-commerce makes the behavior of the people of Tanjungpinang City consumptive, but with the existence of e-commerce, people can also use it to offer their products.
Keywords: E-commerce, UKM, SWOT, Strategy