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Journal : Moderasi

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; Imelda Suryati Maulani; Tengku Sri Ramadonna; 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 Agus Suradika Ahmad Yasir Ibrahim Alfi Syahrin Ali Rahman Alnaznabila Aghnii Hafnieva Imanda Amalia, Nabila Nur Ambari, Alvin Alvani Tresna Andriya Risdwiyanto 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 Azhari Aziz Samudra Cinta, Mutiara Conita, Syifa Damaianti, Lira Fessia Dasep Supriatna Dewi Sartika DEWI SARTIKA Didik Supriyanto, Didik Diyanti, Winda Djunaedi Eka Setyowati Eka Setyowati Engkos Kosasih Ernawati Ernawati Evi Satispi Fahruddin Fahruddin Fahruddin Fairuzabad, Mohammad Farhany Luthfiana Salahudin Fathiya Jasmine Noor Indira Faujiah, Irfa Nur Fauziyyah, Rahmaniar Filasti Rahma Ghifari, Muhammad Athif Raufan Hadi Peristiwo Hadtan, Muhammad Dzakiy Abdul A’la Hakim, Abdul Azizul Hanifa Khoirunnisa Azahra Hegar Harini Helli Ihsan I Komang Gede Wiryawan Ichsan Ichsan Ihsan, Helli Ihsana Sabriani Borualogo Ilham Wahyudi Imelda Suryati Maulani Irfan Azim Jatsiyah, Venti Judijanto, Loso Khairunnisa Nabilah Khikmatul Islah Kiki Farida Ferine Kundharu Saddhono Kusumo Aji, Haryo LAUNTU, ANSIR Lilis Khotijah Loso Judianto Loso Judijanto M. Zahari Ma'mun Murod Made Ayu Anggreni 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 Nazwa Aulia Rahmah Ni Ketut Widhiarcani Matradewi Nicolas, Djone Georges Nofirman, Nofirman Nooraniyah Karima Afifah Nur Hidayati, Nabila Nurendah, Gemala 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 Sarjono, Herning Suryo Setiadin Setiadin Setya, Dya Pramesti Sholihah, Rianti Siddik, Ihsan Abdurrahman Sigit Wahyudi Sigit Wahyudi, Sigit Siti Ardhya Mutiara Syifa Sitti Nadirah Sjahruddin, Herman Slamet Riyadi Sri Maslihah 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 Tia Ristiawati Triansah, Mohamad Rizal Ulfah Sayidah Mutamimah Utomo, Jepri Valdewa, Satya Wahyudi, Hedi Wahyudi, Johan Wibowo, Bayu Ananto Windarti, Yuli Wiwik Handayani Wyandini, Diah Zaleha Yohny Anwar Yusron, Ali Zakia Salma Deva