<![CDATA[ABSTRAK Perkembangan platform digital telah membuka peluang sekaligus tantangan bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM), khususnya di sektor fashion seperti bisnis daster. Penelitian ini bertujuan untuk mengkaji strategi adaptasi yang diterapkan oleh pelaku UMKM daster dalam menghadapi dinamika pasar online. Menggunakan pendekatan kualitatif dengan metode studi kasus dan wawancara mendalam terhadap satu pelaku usaha aktif, penelitian ini mengungkapan bahwa adaptasi digital dilakukan melalui pembelajaran otodidak, pemanfaatan live streaming dan konten kreatif di TikTok dan Shopee, strategi penetapan harga, serta respons terhadap tren pasar. Tantangan utama meliputi fluktuasi permintaan, keterlambatan pencairan dana, biaya operasional digital yang tinggi, serta risiko reputasi akibat ulasan negatif dan retur. Faktor keberhasilan utama mencakup kemampuan belajar secara mandiri, manajemen pelanggan dan layanan responsif, ketahanan mental dan motivasi tinggi, strategi promosi dan pengelolaan modal, serta jaringan dan kolaborasi. Temuan ini memberikan wawasan praktis bagi pelaku UMKM dalam merancang strategi pemasaran digital yang berkelanjutan di tengah persaingan ketat dan perubahan algoritma platform. Haryono, E. (1979). Metodologi Penelitian Kualitatif di Perguruan Tinggi Keagamaan Islam. Journal An-Nur. Kanan, K.-D. U. K. 200 D. H. (2021). Digitalisasi UMKM. Kemenkop, U. (2022). Transformasi Menyambut Masa Depan. Mei, V. N., Sasikirana, I. D. V., Dewi, A. S., Khayzuran, Q. A., Firdausy, S. P., & Radianto, D. O. (2024). Strategi ABSTRACT The development of digital platforms has opened up opportunities and challenges for Micro, Small, and Medium Enterprises (MSME), especially in the fashion sector such as the daster business. This study aims to examine the adaptation strategies implemented by daster MSME players in facing the dynamics of the online market. Using a qualitative approach with case study methods and in-depth interviews with one active business player, this study reveals that digital adaptation is carried out through self-taught learning, the use of live streaming and creative content on TikTok and Shopee, pricing strategies, and responses to market trends. The main challenges include fluctuations in demand, delays in fund disbursement, high digital operational costs, and reputational risks due to negative reviews and returns. The main success factors include the ability to learn independently, customer management and responsive service, mental resilience and high motivation, promotion strategies and capital management, as well as networking and collaboration. These findings provide practical insights for MSME in designing sustainable digital marketing strategies amid intense competition and platform algorithm changes.]]>
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