Irwan Wicaksono, Muhammad Rifki Fauzan, Rizal Zaenal Abidin, Wiwiek Rabiatul Adawiyah, Achmad Sudjadi

Strategi Pengembangan Bisnis Bawang Goreng Marjaya Melalui Transformasi Digital

Introduction

strategi pengembangan bisnis bawang goreng marjaya melalui transformasi digital. Transformasi digital menjadi kunci pengembangan bisnis UKM Bawang Goreng Marjaya. Tingkatkan efisiensi, jangkauan pasar, dan daya saing melalui e-commerce serta pemasaran digital.

Abstract

UKM Bawang goreng Marjaya dihadapkan pada kebutuhan untuk memanfaatkan teknologi digital guna meningkatkan efisiensi operasional, memperluas jangkauan pasar, serta menciptakan nilai tambah yang berkelanjutan bagi konsumen. Upaya pendampingan UKM inidilakukan dengan wawancara mendalam dan observasi terhadap pemilik usaha serta proses bisnis yang berlangsung. Hasil penelitian mengungkapkan bahwa penerapan e-commerce, strategi pemasaran digital, dan manajemen data berbasis teknologi mampu meningkatkan daya saing bisnis dan membuka peluang ekspansi. Meskipun demikian, masih ada kendala dalam hal keterbatasan sumber daya manusia yang memahami teknologi digital dan infrastruktur teknologi yang belum memadai. Oleh karena itu, pengembangan bisnis melalui transformasi digital perlu didukung oleh pelatihan sumber daya manusia yang memadai serta kolaborasi dengan pihak eksternal untuk memastikan implementasi teknologi berjalan optimal. Studi ini juga menyarankan UKM lainnya untuk lebih proaktif dalam mengadopsi teknologi digital sebagai bagian dari strategi pertumbuhan dan keberlanjutan usaha

Review

This paper addresses a highly relevant and timely topic concerning the digital transformation of Micro, Small, and Medium Enterprises (MSMEs), specifically focusing on UKM Bawang Goreng Marjaya. The abstract effectively presents the critical need for leveraging digital technology to enhance operational efficiency, expand market reach, and create sustainable value, which resonates with the current economic landscape. The study's primary contribution lies in demonstrating how the implementation of e-commerce, digital marketing strategies, and technology-based data management can significantly boost business competitiveness and open new expansion opportunities for such enterprises. Its practical orientation and focus on a real-world case make it particularly valuable for other MSMEs contemplating similar digital journeys. The methodological approach, involving deep interviews and observations with the business owner and analysis of ongoing business processes, is commendable as it provides a grounded understanding of the challenges and opportunities. A notable strength is the candid identification of key obstacles, such as limitations in digitally-literate human resources and inadequate technological infrastructure, which provides a balanced perspective beyond just the benefits. The abstract's recommendations, emphasizing human resource training and external collaboration, are pragmatic and directly address these identified bottlenecks, suggesting a well-thought-out plan for optimal technology implementation. This dual focus on both potential and practical hurdles enhances the credibility and utility of the study's findings. While the abstract provides a compelling overview, the full paper would benefit from a more detailed exposition of the specific digital transformation strategies employed. For instance, elaborating on the type of e-commerce platforms considered or the specific digital marketing channels utilized would provide richer insights. Furthermore, a deeper exploration of how the "keterbatasan sumber daya manusia" and "infrastruktur teknologi yang belum memadai" were assessed, and perhaps even quantified, would strengthen the empirical basis for the recommendations. For future studies, incorporating preliminary metrics or indicators of impact, even if qualitative, on efficiency, market reach, or value creation *after* implementing the proposed strategies would further validate the study's hypotheses. Overall, this study offers a pertinent contribution to the literature on SME digital transformation and provides actionable guidance for practitioners.

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