Building Digital Transformation Towards MSME Business Sustainability Post Pandemic

Abstract

Micro, small, and medium-sized enterprises (MSMEs) have been hit hard by the COVID-19 pandemic. Digital technology have helped them deal with the situation better. Still, only 13% of MSMEs use the internet to market and sell their goods and services. This paper talks about opportunity and challenge of digital transformation for Indonesia's MSMEs in post COVID-19 pandemic. This study employed a descriptive-quantitative approach utilizing literature content analysis. As a supplement to literature reviews, questionnaires were provided to the owner of MSMEs. The results indicated that 1) digital marketing is the highest priority for MSMEs, 2) the majority of MSME actors are very receptive to e-commerce, and 3) MSMEs have the most need to develop their financial digital literacy.4) MSME owners used a combination of offline and online marketing strategies to secure long-term sustainability following the COVID-19 pandemic.