Muhammad Hafizh Sandy Al Fauzan, Imelda Suryati Maulani, Tengku Sri Ramadonna, Aulia Nabila Safitri, Arif Saefudin

Strategi Bertahan UMKM bagi Pedagang Kecil di Era Transformasi Digital

Introduction

Strategi bertahan umkm bagi pedagang kecil di era transformasi digital. Pelajari strategi bertahan UMKM bagi pedagang kecil di era transformasi digital. Penelitian ini mengulas adaptasi digital, tantangan, dan faktor sukses bisnis di Pamulang.

Abstract

This study aims to examine how small traders in the MSME sector use digital transformation as a resilience strategy in adapting to business changes. The research was conducted in Pamulang using a descriptive qualitative approach, involving food and beverage traders who have either adopted or not adopted digital platforms such as social media, marketplaces, and e-wallets. Data were collected through observation, in-depth interviews, and documentation, and analyzed using Miles and Huberman’s interactive model of data reduction, display, and conclusion drawing. The results show that several traders have adopted digital technology, especially non-cash payment systems through QRIS and the use of marketplaces to reach wider markets. However, most consumers still prefer cash due to convenience and habit. Social media promotion is rarely carried out actively by traders, yet often appears organically from customers or influencers. The main factors supporting business sustainability are product quality, direct customer interaction, and strategic business location.

Review

This study addresses a highly pertinent and contemporary issue: the resilience strategies of small traders within the MSME sector in the face of digital transformation. The research aims to understand how these businesses leverage digital tools to adapt to evolving market dynamics. Employing a descriptive qualitative approach in Pamulang, the study meticulously investigates food and beverage traders, encompassing both those who have embraced digital platforms and those who have not. The chosen methodology, relying on observation, in-depth interviews, and documentation, followed by analysis using the Miles and Huberman interactive model, appears well-suited to capture the nuanced experiences and perspectives of the participants, offering a rich understanding of their survival mechanisms. The findings reveal an interesting dichotomy in the adoption and effectiveness of digital strategies. While a subset of traders has successfully integrated digital payment systems like QRIS and utilized marketplaces to expand their reach, the abstract indicates that consumer preference largely remains skewed towards cash payments, driven by convenience and established habits. Furthermore, the role of social media promotion is noted as being less actively pursued by traders themselves, often emerging organically through customer engagement or influencer activity, suggesting a passive rather than proactive digital marketing approach. Crucially, the research emphasizes that traditional factors such as product quality, direct customer interaction, and strategic physical location remain paramount for business sustainability, potentially overshadowing the perceived impact of digital transformation in some aspects. This study makes a valuable contribution by offering empirical insights into the practical challenges and successes of digital adoption among small traders in a specific Indonesian context. It effectively highlights that resilience is a multifaceted construct, where digital tools are merely one component, often secondary to established business fundamentals and consumer behavior. A potential limitation, based on the abstract, might be the depth to which "resilience strategies" beyond mere digital adoption are explored, or the comparative analysis between adopters and non-adopters in terms of their overall resilience. Future research could benefit from a more explicit comparative analysis of business performance and long-term sustainability between digitally integrated and non-integrated traders, or delve deeper into the socio-economic factors influencing consumer cash preference. Practically, the findings underscore the need for targeted digital literacy programs that also address consumer habits, while simultaneously reinforcing the importance of traditional business strengths for MSME success.

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