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Digital transformation of MSMEs in Indonesia during the pandemic

Author

Listed:
  • Elya Kurniawati

    (State University of Malang, Indonesia)

  • Idris Idris

    (State University of Malang, Indonesia)

  • Puji Handayati

    (State University of Malang, Indonesia)

  • Sharina Osman

    (Universiti Kuala Lumpur Business School, Malaysia)

Abstract

Digital transformation is a new trend in Industrial Era 4.0, leading to a new business pattern called the digital economy exacerbated by the crisis due to the Covid-19 pandemic. However, Indonesian Micro, Small, and Medium Enterprises (MSMEs) actors face obstacles in carrying out the business transformation process, as 90% of Indonesian MSMEs are still run conventionally. Therefore, the problem regarding resource unreadiness became the background of this research. This research aimed to find out the following aspects of MSME actors: (1) innovation priority during the Covid-19 pandemic, (2) acceptance of e-commerce, (3) levels of technology adoption, (4) difficulty levels in changing and adapting to technology, and (5) digital transformation in developing businesses due to the Covid-19 pandemic. This research employed a descriptive-quantitative approach in which the data were collected by distributing questionnaires to MSME actors in several cities in Indonesia. The results showed that (1) marketing innovation is the priority of MSMEs, (2) the majority of MSME actors are very receptive to the e-commerce, (3) the digital technology of e-commerce is major needed in MSMEs, (4) MSME actors find difficulties and obstacles in adaptation process, and (5) the combination of offline and online marketing methods became MSME actors’ choice as a survival strategy during the Covid-19 pandemic.

Suggested Citation

  • Elya Kurniawati & Idris Idris & Puji Handayati & Sharina Osman, 2021. "Digital transformation of MSMEs in Indonesia during the pandemic," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(2), pages 316-331, December.
    • Handle: RePEc:ssi:jouesi:v:9:y:2021:i:2:p:316-331
    DOI: 10.9770/jesi.2021.9.2(21)
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    Citations

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    Cited by:

    1. Francesca Culasso & Elisa Giacosa & Daniele Giordino & Edoardo Crocco, 2022. "Digital transformation: Is Covid-19 a catalyst for micro and small enterprises first steps toward innovation?," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2022(2 Suppl.), pages 71-94.
    2. Daniela Roxana Vuță & Eliza Nichifor & Ioana Bianca Chițu & Gabriel Brătucu, 2022. "Digital Transformation—Top Priority in Difficult Times: The Case Study of Romanian Micro-Enterprises and SMEs," Sustainability, MDPI, vol. 14(17), pages 1-14, August.

    More about this item

    Keywords

    digital transformation management; e-commerce; MSME; pandemic;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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