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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 Abdhy Gazali Abdul Azizul Hakim Adi, Angger Setia Adila Joya Puspita Adji Suradji Muhammad Afdhal Chatra Afifah, Juliana Nur Afifah, Yasmin Nur Afifuddin Afifuddin Afina Kamila Ahmad Ilyas Subki Ahmad Nurfajri Subhi Ahmad Yasir Ibrahim Aidil Firman Majid Ainun Nisa Rosiana Akhlaqur Rahman Akhlaqur Rahman Alfandi Ziqri Alfi Syahrin Alfiyyah Aqilah Zahra Ali Rahman Alipia Indriyani Aliya Mumtaz Zahra Alnaznabila Aghnii Hafnieva Imanda Amalia, Nabila Nur Amelia, Wanda Andes Safarandes Asmara, Andes Safarandes Andi Annisa Anggraeni Andi Masrich Andriya Risdwiyanto Andriya Risdwiyanto Anggy Giri Prawiyogi aniati Anisa Mayangsari Anugriaty Indah Asmarany Anwar Muhammad Radiamoda Anzal Fitri, Ayu Aqimul Furqon Arffien, Afferdhy Arief Fahmi Lubis ARIWIBOWO, PRASETIO Ariyani, Zulfa Asbullah Muslim, Asbullah Asnath Maria Fuah, Asnath Maria Asysyifa Zahra Salsabila Aulia Nabila Safitri Ayatullah Ayatullah Ayi Abdurahman Ayu Citra Santyaningtyas Bachri, Nova Eliza Bagus Hari Sugiharto Bhita Cahya Kiara Cahya Nailah Shafa Syahlani Canggih Tri Satria - Catur Kumala Dewi Conita, Syifa Dadan Ramdani Damaianti, Lira Fessia Darsono Darsono Darsono Dasep Supriatna Dedy Irawan Devi Andani Dewi Sartika DEWI SARTIKA Didik Supriyanto, Didik Dinda Nur Azizah Divani Truna Wijayanti Diyanti, Winda Djakariah Djunaedi Djunaedi Dwi Diah Fadilah Dzaki Abiansyah Putra Egi Nurholis Eka Setyowati Eka Setyowati Eka Suswaini Engkos Kosasih Ernawati Ernawati Etika Pujianti F. A. Nurdiyanto Fadhil Maliky Islah Fahruddin Fahruddin Fahruddin Fahruddin Fahruddin Fairuzabad, Mohammad Farhah Andriliyani Farhany Luthfiana Salahudin Fathiya Jasmine Noor Indira Fatih, M. Al Fatih, Muhammad Al Fauziyyah, Rahmaniar Filasti Rahma Fiona Puspita Sari Firros Hirzy Fitri Melawati Fitria Difa Nuzula Fitria Nungki Anjani G. Gunawan Gemala Nurendah Ghaisa Adani Putra Hadi Peristiwo Hadtan, Muhammad Dzakiy Abdul A’la Hanifa Khoirunnisa Azahra Hariyono, H. Haryo Kusumo Aji Hasan Mukhlis Hegar Harini Helen Libastari Helli Ihsan Heriyanto Heriyanto Herning Suryo Hyronimus Rowa I Komang Gede Wiryawan Ichsan Ichsan Ihsan, Helli Ihsana Sabriani Borualogo Ika Hana Pertiwi Ilham Wahyudi Imam Nazarudin Latif Imelda Suryati Maulani Indra Kertati Indriyani, Alipia Irfan Azim Irfan Syah Isnaini Putri Az-Zahra Jihan Nurjanah Johan Wahyudhi Judianto, Loso Judijanto, Loso Kaisyah Kamila Kamila, Lula Najwa Kamila, Najwa Khairul Akmal Khairunisa Khairunisa Khairunnisa Alifah Raharja Khairunnisa Nabilah Khikmatul Islah Kiki Farida Ferine Kundharu Saddhono LAUNTU, ANSIR Lia Ristiana Lilis Khotijah Loso Judianto Loso Judijanto Loso Judijanto Loso Judijanto Lutfiah Rustianti M. Agphin Ramadhan M. Zahari Made Ayu Anggreni Maria Ekowati Matradewi, Ni Ketut Widhiarcani Maulana, Arris Mayra Angie Zaneta Tiara Nida Median Wilestari Meira, Ravenaanda Melinda Nurcahya Lestari Mia Aina Misbahul Munir Mohamad Rizal Triansah Mubarak, Muhammad Reza Muh Haritsah Hizbullah Muh. Darwis Muhammad Ana Nasarudin Muhammad Ana Nasarudin Muhammad Athif Raufan Ghifari Muhammad Fattan Fachrezy Muhammad Hafizh Sandy Al Fauzan Muhammad Husain Hasan Muhammad Iqbal Birsyada Muhammad Reza Mubarak Muhammad Rizki Fadhilah Muhammad Sidik Muhammad Taufik Rahman Muhiddin, Syurawasti Mukhtar Mukhtar Murliasari, Rikha Mustanir, Ahmad Mustika Mauliddiana Sardinawati Mutiara Cinta Najwa Hafbi Najwa Kamila Najwa Maulida Zahra Najwa Zakia Akmal Nashwa Nadira Nasywa Alifa Dzikra Naufal Rifky Pradana Nazwa Aulia Rahmah Nazwa Mudzalifah Ni Ketut Widhiarcani Matradewi Nicolas, Djone Georges Niswa Ibda Sanatin Nofirman, Nofirman Nooraniyah Karima Afifah Nova Eliza Bachri Nur Hidayati, Nabila Nuraenun Nuraenun Nurazizah Nurendah, Gemala Nurfadhillah, Nanda Nurhayana, Hafiz Fauzan Nurjanah, Arum Nurlaela Kumala Dewi, Nurlaela Kumala Pangestu, Rani Samudra Perawati Permana, Muslimin Nurmahdean Prasetyo, Danang Bagus Primaditha Noorrizqyka Putri Hilmana Putra, Juniawan Mandala Putri, Esha Cinta Nayuana R. Eka Murtinugraha Rabella Azzahra Radika Arsyil Rahma, Filasti Rahmawati, Wulan Ramadan, Albin Fadhal Ramadani, Reza Rekhael Ramadhanish Revly Haiqal Bais Rika Maulia Rikha Murliasari Rikha Murliasari Rikha Murliasari Rimaysa Ramda Rina Setyaningsih, Rina Ristiana, Lia Riyan Arthur Rony, Zahara Tussoleha rosyida, ulva fatiya Rudi Priyanto Rustiana, Riska Sabil Mokodenseho Salwa Fadiah Afif Sandra Mutiara Sari Sariyatun, S. Satriadi Satya Valdewa Setiawan, A. Ary Setya, Dya Pramesti Shabrina Nur Ramadhani Shilmi Arifah Sholihah, Rianti Siddik, Ihsan Abdurrahman Sigit Wahyudi Sigit Wahyudi, Sigit Sinta Maharani Sirajun Nasihin Siswanta, Siswanta Siti Andini Siti Ardhya Mutiara Syifa Siti Khairunnisa Siti Khairunnisa, Siti Sittati Musalamah Sittati Musalamah Sitti Nadirah Sjahruddin, Herman Slamet Riyadi Slamet Riyadi Sri Maslihah Subchi, Imam Sucahyo Heriningsih Sudarto Sudarto Sudi, Mohamad Suharti, Sri Suhendi Afryanto, Suhendi Sulistianingsih Sulistianingsih Sulistiyaningtias, Intan Sulisworo Kusdiyati Suljatmiko Suljatmiko Suljatmiko, Suljatmiko Sultanul Salim Supia, Asnun Surya Bayu Ansori Susilo Setyo Utomo Syakilla Zahra Syifa Nur Zihan Zahra Taslim Djafar Tengku Sri Ramadonna Thohir, Kholis Thontowi, Haidar Buldan Tiara Destyana Triansah, Mohamad Rizal Triwahana, Triwahana Ulfah Sayidah Mutamimah Ulva Fatiya Rosyida Utomo, Jepri Venti Jatsiyah Wahyudi, Hedi Wahyudi, Johan Wahyudin Rahman Wardhana, Rechal Azhari Wenty Marina Minza Wibowo, Bayu Ananto Windarti, Yuli Wiwik Handayani Wyandini, Diah Zaleha Yasmin Nandayana Yat Rospia Brata Yesti Putri Oktavianti Gumelar Yohny Anwar Yulistina Nur DS Yurni latifah Yusran Ilyas Yusron, Ali Zahra, Syakilla Zakariyya, Farhan Zakia Salma Deva Zulaiha, Eha