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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Jurnal Ekonomi, Manajemen, Akuntansi
Fikri Al Kautsar
Universitas Negeri Medan
Economics, Econometrics & Finance Social Sciences

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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.
Pengaruh Faktor Pemasaran Terhadap Keputusan Pembelian Mahasiswa Manajemen UNIMED Pada Produk Miniso Hasyim Hasyim; Delila Lumban Raja; Fikri Al Kautsar; Muhammad Afdal
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 3: Maret 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i3.13714

Abstract

Studi ini meneliti bagaimana Kualitas Produk, Citra Merek, Harga, dan Promosi memengaruhi Keputusan Pembelian produk Miniso di kalangan mahasiswa Manajemen UNIMED, dengan menggunakan desain kuantitatif dan analisis regresi. Temuan menunjukkan bahwa Kualitas Produk, Citra Merek, dan Harga tidak menunjukkan dampak individual yang signifikan terhadap keputusan pembelian, sedangkan Promosi muncul sebagai faktor yang paling berpengaruh, meskipun tingkat signifikansinya hanya sedikit terpenuhi. Ketika dinilai bersama-sama, keempat faktor tersebut memberikan efek gabungan yang bermakna, dan nilai R Kuadrat sebesar 0,513 mencerminkan bahwa model tersebut menjelaskan 51,3% variabilitas dalam keputusan pembelian. Secara keseluruhan, hasil penelitian menunjukkan bahwa keputusan mahasiswa untuk membeli produk Miniso muncul dari efek terintegrasi dari upaya pemasaran perusahaan, dengan promosi dan penetapan harga sebagai elemen utama yang berkontribusi.
Co-Authors Afifah Nida Suhailah Boru Dalimunthe Cipta Kurnia Delila Lumban Raja Farel Akbar Aditya Saragih Hasyim Hasyim Kevin Valensius Siahaan Muhammad Afdal Ovan Krisadelman Zebua Riza Indriani