Digital Technology as a Solution for the Sustainability of Natural Material Handicraft MSMEs in Magelang Region - Central Java in the New Normal Period

LEONG, HIRONIMUS (2020) Digital Technology as a Solution for the Sustainability of Natural Material Handicraft MSMEs in Magelang Region - Central Java in the New Normal Period. IAOM. (Unpublished)

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Abstract

Various adaptive efforts have been made by the MSMEs of Natural Material Handicraft in Magelang Region to face the economic downturn due to the pandemic. One of the efforts done is the use of digital technology in the new normal in terms of stimulating the economy. The transformation from conventional marketing to digital forms is to strengthen the product marketing and to increase the product innovation. The purpose of this study is to explore the adaptive efforts made by MSMEs in using digital technology for business sustainability transformation further. Deep interviews with natural handicraft MSMEs in Magelang - Central Java region, were conducted on 30 natural handicraft businessmen. The method used is random sampling method. MSMEs that are transforming from conventional marketing systems and striving to be innovative following the environmental changes can survive. The efforts such as marketing through e-commerce, social media, virtual product introduction can expand markets and strengthen the economy. On the other hand, those who are not ready for the adaptation process cannot survive, then choose to run other businesses, and even close their businesses. Keywords: MSMEs, Digital Technology, Pandemic, Natural Materials, New Normal

Item Type: Article
Subjects: 000 Computer Science, Information and General Works > 005 Computer programming, programs & data > Information Systems
600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management
Depositing User: Mr Marlon Leong
Date Deposited: 22 Oct 2021 06:04
Last Modified: 14 Jun 2022 23:26
URI: http://repository.unika.ac.id/id/eprint/26756

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