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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business
Ovan Krisadelman Zebua
Universitas Negeri Medan
Economics, Econometrics & Finance

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Strategi UMKM dalam Menghadapi Disrupsi Digital: Studi Literatur pada Transformasi Ekonomi di Indonesia Riza Indriani; Afifah Nida Suhailah Boru Dalimunthe; Farel Akbar Aditya Saragih; Fikri Al Kautsar; Ovan Krisadelman Zebua; Kevin Valensius Siahaan; Cipta Kurnia
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 3 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i3.1501

Abstract

This study addresses the growing challenges faced by Micro, Small, and Medium Enterprises (MSMEs) in Indonesia amid rapid digital disruption, which has reshaped market structures and consumer behavior. The research aims to identify adaptive strategies adopted by MSMEs and to examine the key supporting and inhibiting factors in their digital transformation process. A qualitative descriptive approach was employed through a structured literature review of academic journals, books, and institutional reports published between 2015 and 2023. The selected literature was analyzed using thematic categorization to identify recurring patterns and research gaps. The findings reveal that MSMEs respond to digital disruption by adopting e-commerce platforms, implementing digital marketing practices, engaging in digital ecosystem collaborations, and developing product and service innovations. The study also highlights that successful transformation is influenced by government support, digital infrastructure availability, digital literacy, and access to financial technology. However, limitations such as low digital capability, restricted capital, human resource constraints, and uneven infrastructure remain significant barriers. This study contributes by synthesizing fragmented findings into a comprehensive framework of MSME digital adaptation in Indonesia.
Eksplorasi Peran Strategi Segmentasi, Targeting, Dan Positioning (STP) dalam Membentuk Perilaku Pembelian Konsumen Pada UMKM Kuliner Ovan Krisadelman Zebua; Atika Zahra; Suci Destiyani; Farel Akbar Aditya Saragih; Kevin Valensius Siahaan; Cipta Kurnia; Sebrina Intan Aulia; Hendra Saputra
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 1 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i1.1345

Abstract

Culinary micro, small, and medium enterprises (MSMEs) in Indonesia face increasingly intense competition driven by shifting consumer preferences and rapid digital adoption. These dynamics highlight the need for a structured marketing approach. This study aims to examine how Segmentation, Targeting, and Positioning (STP) strategies shape consumer purchasing behavior among culinary MSMEs operating in urban areas. Using a descriptive qualitative design, data were obtained through semi-structured interviews with MSME owners and consumers, direct field observations, and supporting documentation. The analysis followed the interactive model of Miles and Huberman. The findings show that MSMEs predominantly apply geographic and behavioral segmentation, focusing on consumers residing near the business location and those who actively rely on digital platforms for food purchases. Targeting strategies are directed mainly toward millennials and Generation Z, who demonstrate strong digital engagement and high purchasing frequency. Product positioning emphasizes authentic taste and the use of local ingredients, which strengthen consumer perceptions of value and encourage repeat purchases. The study concludes that integrating STP with digital media enhances visibility, accelerates decision-making, and contributes to stronger consumer loyalty, making it a vital strategy for sustaining culinary MSMEs in a competitive marketplace.
Pengaruh Diskon Harga dan Testimoni Pelanggan terhadap Keputusan Pembelian di Shopee (Studi pada Mahasiswa Manajemen UNIMED) Ovan Krisadelman Zebua; Atika Zahra; Eka Anggiani; Kevin Valensius Siahaan; Ageng Jihan Faradilla; Zulkarnain Siregar
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 1 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i1.1348

Abstract

This study examines the influence of price discounts and customer testimonials on purchasing decisions among Management students at Universitas Negeri Medan who use the Shopee platform. The research addresses the growing reliance of students on digital marketplaces and the limited empirical evidence on how economic and social stimuli jointly shape online buying behavior in this demographic. Using a quantitative associative approach, data were collected from 60 respondents through a structured Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The findings reveal that price discounts do not have a significant partial effect on purchasing decisions (Sig. = 0.254 > 0.05), indicating that promotional price reductions alone may be insufficient to drive students’ buying actions. In contrast, customer testimonials show a strong and significant partial effect (Sig. = 0.000 < 0.05), highlighting the importance of reliable reviews in reducing uncertainty and reinforcing trust in online transactions. Simultaneously, both variables significantly influence purchasing decisions (F = 82.222; Sig. = 0.000 < 0.05), with an R² value of 0.743, meaning that 74.3% of the variation in purchasing decisions is explained by the model. These findings underline the dominant role of testimonial-based credibility in student consumer behavior and suggest that Shopee’s marketing strategies may benefit more from strengthening authentic user reviews than from relying solely on price promotion mechanisms.
Co-Authors Afifah Nida Suhailah Boru Dalimunthe Ageng Jihan Faradilla Atika Zahra Cipta Kurnia Eka Anggiani Farel Akbar Aditya Saragih Fikri Al Kautsar Hendra Saputra Kevin Valensius Siahaan Riza Indriani Sebrina Intan Aulia Siregar, Zulkarnain Suci Destiyani