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All Journal MEDIA PETERNAKAN - Journal of Animal Science and Technology Interaksi : Jurnal Ilmu Komunikasi Jurnal Penelitian dan Pengembangan Pendidikan Journal The Winners EDUTECH: Jurnal Ilmu Pendidikan dan Ilmu Sosial Journal of Governance and Public Policy Jurnal Manajemen Pelayanan Publik QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama Jurnal Penelitian Pendidikan IPA (JPPIPA) Historika Solidaritas Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Journal of Maternal and Child Health JURNAL PENDIDIKAN TAMBUSAI Journal of Educational Research and Evaluation Journal on Education Jurnal Artefak Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Innovation in Educational and Cultural Research Moderasi; Jurnal Studi Ilmu Pengetahuan Sosial Jurnal Penelitian dan Pengukuran Psikologi: JPPP Tarikhuna: Journal of History and History Education Al-Qisthu: Jurnal Kajian Ilmu-Ilmu Hukum Jurnal Pendidikan dan Ilmu Sosial Bandung Conference Series: Psychology Science Jurnal Psikologi Universitas Gadjah Mada JURNAL PENDIDIKAN IPS Geosfera: Jurnal Penelitian Geografi HISTORIA: Jurnal Program Studi Pendidikan Sejarah International Journal of Education, Vocational and Social Science Asian Journal of Management, Entrepreneurship and Social Science Al-Mabsut: Jurnal Studi Islam dan Sosial Jurnal Pertanahan
Arif Saefudin
Universitas PGRI Yogyakarta
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Journal : Moderasi

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Strategi Bertahan UMKM bagi Pedagang Kecil di Era Transformasi Digital: Resilience Strategies for Micro, Small, and Medium Enterprises (MSMEs) Among Small-Scale Traders in the Digital Transformation Era Muhammad Hafizh Sandy Al Fauzan; Tengku Sri Ramadonna; Imelda Suryati Maulani; Aulia Nabila Safitri; Arif Saefudin
Moderasi: Jurnal Studi Ilmu Pengetahuan Sosial Vol. 6 No. 2 (2025)
Publisher : Program Studi Tadris Ilmu Pengetahuan Sosial (TIPS) UIN Datokarama Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24239/moderasi.Vol6.Iss2.535

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.
Co-Authors Afdhal Chatra Perdana Afifah, Juliana Nur Afifah, Yasmin Nur Ahmad Yasir Ibrahim Alfi Syahrin Ali Rahman Alnaznabila Aghnii Hafnieva Imanda Amalia, Nabila Nur Ambari, Alvin Alvani Tresna aniati Anugriaty Indah Asmarany Anwar Muhammad Radiamoda Arffien, Afferdhy Arief Fahmi Lubis ARIWIBOWO, PRASETIO Ariyani, Zulfa Asnath Maria Fuah, Asnath Maria Aulia Nabila Safitri Ayi Abdurahman Ayu Citra Santyaningtyas Az-Zahra, Isnaini Putri Cinta, Mutiara Conita, Syifa Dasep Supriatna Dewi Sartika DEWI SARTIKA Didik Supriyanto, Didik Diyanti, Winda Djunaedi Eka Setyowati Eka Setyowati Ernawati Ernawati Fachrezy, Muhammad Fattan Fahruddin Fahruddin Fahruddin Fairuzabad, Mohammad Farhany Luthfiana Salahudin Fathiya Jasmine Noor Indira Faujiah, Irfa Nur Fauziyyah, Rahmaniar Ghifari, Muhammad Athif Raufan Hadi Peristiwo Hadtan, Muhammad Dzakiy Abdul A’la Hakim, Abdul Azizul Hanifa Khoirunnisa Azahra Hariyono, H. Hegar Harini Helli Ihsan I Komang Gede Wiryawan Ichsan Ichsan Ihsana Sabriani Borualogo Ilham Wahyudi Imelda Suryati Maulani Irfan Azim Jatsiyah, Venti Judijanto, Loso Khikmatul Islah Kiara, Bhita Cahya Kiki Farida Ferine Kundharu Saddhono Kusumo Aji, Haryo LAUNTU, ANSIR Lilis Khotijah Loso Judijanto M. Zahari Made Ayu Anggreni Majid, Aidil Firman Meira, Ravenaanda Mia Aina Misbahul Munir Muh Haritsah Hizbullah Muh. Darwis Muhammad Hafizh Sandy Al Fauzan Muhammad Iqbal Birsyada Muhiddin, Syurawasti Mukhlis, Hasan Murliasari, Rikha Ni Ketut Widhiarcani Matradewi Nicolas, Djone Georges Nofirman, Nofirman Nur Hidayati, Nabila Nurfadhillah, Nanda Nurhayana, Hafiz Fauzan Nurjanah, Arum Nurlaela Kumala Dewi, Nurlaela Kumala Pangestu, Rani Samudra Prasetyo, Danang Bagus Putra, Juniawan Mandala Rahmawati, Wulan Ramadani, Reza Rikha Murliasari Rony, Zahara Tussoleha rosyida, ulva fatiya Rudi Priyanto Sabil Mokodenseho Sari, Fiona Puspita Sariyatun, S. Sarjono, Herning Suryo Setya, Dya Pramesti Sholihah, Rianti Siddik, Ihsan Abdurrahman Sigit Wahyudi Sigit Wahyudi, Sigit Siti Ardhya Mutiara Syifa Sitti Nadirah Sjahruddin, Herman Slamet Riyadi Subchi, Imam Suharti, Sri Sulistianingsih Sulistianingsih Sulisworo Kusdiyati Suljatmiko Suljatmiko Suljatmiko, Suljatmiko Syahlani, Cahya Nailah Shafa Syifa Nur Zihan Zahra Taslim Djafar Tengku Sri Ramadonna Thontowi, Haidar Buldan Ulfah Sayidah Mutamimah Utomo, Jepri Valdewa, Satya Wahyudi, Hedi Wahyudi, Johan Wibowo, Bayu Ananto Windarti, Yuli Wiwik Handayani Yohny Anwar Yusron, Ali Zakia Salma Deva