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All Journal ETIKONOMI Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang
Mahendro, Aldryan Bagaskara
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Humanities Economics, Econometrics & Finance

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The Digital Revolution: Can Yogyakarta's Micro-Enterprises Ride the Wave? Fridayani, Helen Dian; Chiang, Li Chun; Mahendro, Aldryan Bagaskara; Agustin, Martalia Susantiana
ETIKONOMI Vol 24, No 1 (2025)
Publisher : Faculty of Economic and Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v24i1.37973

Abstract

Research Originality: This study enhances the comprehension of micro-enterprise owners who have transitioned to entrepreneurship by investigating their enhanced skills and flexibility in using digital technology.Research Objectives: This study examined the factors that influence technology adoption by business owners with experience in Microenterprises (MIEs). It also explored how digital technology's adoption mediates the relationship between these factors and the firm's performance.Research Methods: This study uses quantitative Path Analysis to examine the causal links between variables that impact the performance of micro-enterprises (MIEs) in Yogyakarta, Indonesia. A random sample of 461 MIE owners was selected.Empirical Results: The research found that micro-enterprises with organizational readiness and strategic orientation are more likely to use digital technology than those that do not adapt to or follow modern times. The cause was the high strategic orientation of Yogyakarta's MIEs.Implications: This study's empirical implication is to assess MIE development programmes in terms of digital technology usefulness within the context of business creation and technological transfer through MIEs in Yogyakarta.JEL Classification: C12, C31, O31How to Cite:Fridayani, H. D., Chiang, L. C., Mahendro, A. B., & Agustin, M. S. (2025). The Digital Revolution: Can Yogyakarta’s Micro Enterprise Ride the Wave. Etikonomi, 24(1), 191 – 204. https://doi.org/10.15408/etk.v24i1.37973.
The social savvy entrepreneur: Lean start-up branding and social media for MSMEs Fridayani, Helen Dian; Atmojo, Muhamamd Eko; Hakim, Muhammad Lukman; Mahendro, Aldryan Bagaskara
Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Vol. 9 No. 2 (2024): May 2024
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/abdimas.v9i2.12715

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are integral to Indonesia's economy, facing diverse challenges during the pandemic. This paper addresses the hurdles encountered by MSMEs, emphasizing the imperative of bolstering their branding and digital marketing competencies for enduring resilience. Despite their significance, many MSMEs, notably those in rural regions like Karangrejek Village, lack the requisite skills and resources for effective digital platform utilization, necessitating comprehensive support initiatives. Pandemic-induced issues encompass capital constraints and product marketing dilemmas, particularly evident among Karangrejek Village MSMEs. Post-pandemic recovery demands intensified aid to facilitate comprehensive revival, crucial for fostering local economic potential and community welfare enhancement. To address these challenges, a sustainable community service initiative will be launched, focusing on augmenting MSMEs' branding and digital marketing capacities. The program aims to stimulate optimal economic growth, especially in the post-Covid-19 era. It encompasses training sessions on leveraging digital media for product branding, expanding market reach through product marketing strategies, mentorship in product packaging design, and harnessing social media platforms. Through this initiative, MSMEs can fortify their resilience and contribute significantly to the community's economic prosperity.
Co-Authors Agustin, Martalia Susantiana Atmojo, Muhamamd Eko Chiang, Li Chun Helen Dian Fridayani, Helen Dian Muhammad Lukman Hakim, Muhammad Lukman