Inovasi dan implementasi strategi digitalisasi bisnis usaha mikro di era pandemi covid -19 dalam transformasi model bisnis di Palangka Raya

Nelly, Samsiah (2022) Inovasi dan implementasi strategi digitalisasi bisnis usaha mikro di era pandemi covid -19 dalam transformasi model bisnis di Palangka Raya. Doctoral thesis, Universitas Pelita Harapan.

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Abstract

Pandemi Covid-19 telah membuat terjadinya perlambatan sektor ekonomi di Indonesia. Usaha Mikro yang merupakan bagian terpenting dari sektor ekonomi tidak luput dari dampaknya, banyak usaha Mikro yang mengalami kemunduran secara signifikan selama masa pandemi Covid-19. Pemberlakuan PSBB, menurunnya daya beli dan banyak dari kosumen yang beralih ke pembelian secara digital, secara tidak langsung mendorong perubahan baru/transformasi dalam model bisnis di Indonesia. Pada penelitian ini, subjek yang diteliti adalah Usaha Mikro yang beroperasi di sekitar kota Palangka Raya yang telah mengadopsi pendekatan digitalisasi dalam model bisnisnya selama masa pandemi. Penelitian ini bertujuan untuk mengetahui bagaimana Usaha Mikro mencapai transformasi digital sebagai upaya adaptif dalam menghadapi Covid-19 melalui analisis strategik. Jenis penelitian ini adalah kualitatif, dengan menggunakan teknik purposive sampling, pengumpulan data melalui wawancara dan observasi, dan keabsahan data diuji dengan menggunakan triangulasi sumber. Output/outcome penelitian ini diharapkan: untuk mendapatkan cara terbaik mendigitalkan usaha Mikro pada masa pandemi Covid-19. Dengan menganalisis bagaimana usaha Mikro mencapai transformasi digital sebagai upaya adaptif dalam menghadapi Covid-19. / The Covid-19 pandemic has caused a slowdown in the economic sector in Indonesia. Micro, Small and Medium Enterprises (MSMEs), which are the most important part of the economic sector, have not escaped the impact, many MSMEs have experienced a significant setback during the Covid-19 pandemic. The implementation of the PSBB, the decrease in purchasing power and many consumers turning to digital purchases, indirectly encourage new changes/transformations in the business model in Indonesia. In this study, the object under study is usaha MikroM operating around the city of Palangka Raya which has adopted a digitalization approach in its business model during the pandemic. This study aims to find out how MSMEs achieve digital transformation as an adaptive effort in dealing with Covid-19 through strategic analysis. This type of research is qualitative, using purposive sampling technique, collecting data through interviews and observations, and the validity of the data is tested using source triangulation. This study aims to find out and analyze how best to digitize MSMEs during the Covid-19 pandemic. To find out and analyze how MSMEs achieve digital transformation as an adaptive effort in dealing with Covid-19.

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