Digital Transformation Strategy for Handicraft SMEs during the Covid-19 Pandemic in Gianyar Regency, Bali

Ni Luh Wayan Sayang Telagawathi; Ni Made Suci; Komang Krisna Heryanda

doi:10.23887/ijssb.v6i1.36190

Authors

Ni Luh Wayan Sayang Telagawathi Universitas Pendidikan Genesha
Ni Made Suci Universitas Pendidikan Genesha
Komang Krisna Heryanda Universitas Pendidikan Genesha

DOI:

https://doi.org/10.23887/ijssb.v6i1.36190

Keywords:

Strategy, inovation, SMEs, Resilience, Innovation

Abstract

Salah satu tantangan terbesar bagi UMKM selama pandemi Covid-19 adalah bertransformasi ke teknologi digital. Beberapa tantangan besar tersebut antara lain yaitu, tingkat konektivitas ekosistem digital masih terbatas. Kajian ini bertujuan untuk memperdalam strategi yang dilakukan UKM kerajinan anyaman dalam beradaptasi dengan dunia digital di masa pandemi Covid-19. Transformasi digital bagi UMKM merupakan keharusan di masa pandemi saat ini, namun juga tidak terlepas dari tantangan yang mengiringinya. Para pelaku UMKM kerajinan tenun khususnya memiliki strategi yang harus menghadapi berbagai kendala. Salah satu kendala terpenting adalah sulitnya beradaptasi dengan teknologi digital, dalam hal ini pemasaran online dalam berbagai bentuk. UMKM dipaksa untuk merancang strategi untuk memasuki ekosistem digital. Artikel ini berpendapat bahwa UMKM akan diuji ketahanannya di tengah krisis untuk mengeksploitasi sumber daya mereka dan mengambil langkah-langkah inovatif. Artikel ini menjadikan pengrajin tenun di Kabupaten Gianyar sebagai subjek penelitian. Metode pengumpulan data dilakukan dengan observasi dan wawancara mendalam. Klasifikasi dan analisis data dilakukan dengan menggunakan prinsip metode kualitatif.

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