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All Journal Publikasi Riset Mahasiswa Manajemen
Alifvia Fasiha Lahja
Universitas Nahdlatul Ulama Sidoarjo
Economics, Econometrics & Finance

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Transformasi Digital UMKM di Indonesia: Analisis Data Sekunder pada Ekosistem E-commerce dan Ekonomi Digital 2024 Khoiyum Putri Rahayu; Fadia Putri Illa; Alifvia Fasiha Lahja
Publikasi Riset Mahasiswa Manajemen Vol 7 No 2 (2026): Publikasi Riset Mahasiswa Manajemen
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/prmm.v7i2.15081

Abstract

This study aims to analyze the dynamics of digital transformation of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia using a secondary data analysis approach. Amidst the rapid growth of the digital economy, MSMEs face both challenges and significant opportunities in adopting e-commerce technology. Data used in this study are sourced from the Central Statistics Agency (BPS), the Ministry of Cooperatives and SMEs (Kemenkop UKM), the e-Conomy SEA 2024 industry report, and big data insights from social media platforms and marketplaces. The analysis results show that although the number of digitalized MSMEs continues to increase, reaching the target of 30 million by 2024, structural barriers remain in terms of digital literacy and market access. The integration of traditional marketplace platforms with social commerce (video commerce) is a dominant trend driving the Gross Merchandise Value (GMV) of Indonesian e-commerce to reach $65 billion by 2024. This study provides policy recommendations for the government and industry players to strengthen the MSME digital ecosystem through a data-driven approach.
Co-Authors Fadia Putri Illa Khoiyum Putri Rahayu