Paper Title
A ROLE OF E-COMMERCE IN ACHIEVING BUSINESS SUSTAINABILITY OF MSMES DURING COVID-19 PANDEMIC IN INDIA

Abstract
Abstract- The purpose of this study is to analyze the effects of digital marketing (DM), e-commerce (EC), business sustainability (BS) and financial performance (FP) of Micro, Small and Medium enterprises (MSMEs) during Pandemic Covid19 in India. The relationships between digital marketing and business sustainability and e-commerce is investigated. This research is quantitative research with a questionnaire approach. The primary data collection method was accomplished by distributing online questionnaires to 86 MSMEs in India who had experienced the pandemic. The results show that digital marketing had significant effect on business sustainability, e-commerce had significant effect on business sustainability, digital marketing had significant effect on financial performance. However, e-commerce had no significant effect on financial performance, financial performance had no significant effect on business sustainability, digital marketing had no significant effect on business sustainability through financial performance, e-commerce had no significant effect on business sustainability through financial performance. The use of digital marketing has been carried out to increase customer awareness. Marketplace as a manifestation of e-commerce is used as an innovation or change in sales methods. Keywords - Digital Marketing, E-Commerce, Business Sustainability, MSMEs