Strategi Transformasi Digital dalam Mencapai Keberlanjutan Bisnis Pasca Pandemi: (Studi Kasus pada UMKM di Kota Serang)

Siti Alfianti; Afrian Ardinata; Ahmad Mujahid; Didin Rohiyudin S.M; Muhamad Karim

doi:10.30640/digital.v5i1.6308

Authors

Siti Alfianti Universitas Primagraha
Afrian Ardinata Universitas Primagraha
Ahmad Mujahid Universitas Primagraha
Didin Rohiyudin S.M Universitas Primagraha
Muhamad Karim Universitas Primagraha

DOI:

https://doi.org/10.30640/digital.v5i1.6308

Keywords:

Culinary MSMEs, Digital Literacy, Digital Transformation, Infrastructure Internet, Online Marketing

Abstract

Digital transformation is an important strategy for culinary MSMEs in Serang City to survive and develop after the Covid-19 pandemic. The implementation of food delivery platforms, marketing through social media, and digital payment systems has proven to be able to expand market reach and increase operational efficiency. However, this study also found obstacles in the form of low digital literacy of business actors and limited internet infrastructure that reduce the effectiveness of technology implementation. This study aims to analyze the role of digital transformation in supporting the sustainability of culinary MSMEs, as well as identify the inhibiting factors that need to be addressed. The research method uses a qualitative descriptive approach with an analysis of digitalization practices carried out by culinary MSMEs in Serang City. The results show that digitalization is able to increase competitiveness and strengthen business resilience, but the success of implementation is highly dependent on external support, especially from local governments and internet service providers. Therefore, policies are needed that encourage the improvement of digital literacy, the provision of adequate infrastructure, and cross-sector collaboration so that the digital transformation of culinary MSMEs can run optimally and sustainably. These findings make a practical contribution to the development of technology-based MSME empowerment strategies in the digital economy era.

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