THE ROLE OF DIGITALIZATION IN ENHANCING THE COMPETITIVENESS OF AGRIBUSINESS MSMES IN BENGKULU CITY
Keywords:
digitalisasi, daya saing, UMKM, platform digital, pemasaran digitalAbstract
This study aims to analyze the role of digitalization in enhancing the competitiveness of agribusiness Micro, Small, and Medium Enterprises (MSMEs) in Bengkulu City, particularly in expanding market reach, increasing sales, and improving business income. This study employs a descriptive qualitative approach, with data collected through in-depth interviews. The research subjects consist of 10 agribusiness MSME owners in Bengkulu City, selected based on their involvement and relevance to the use of digital technology. The results show that 7 out of 10 MSME owners have adopted digitalization by utilizing digital platforms such as social media (WhatsApp, Facebook, Instagram) and marketplaces (Shopee, Tokopedia, and TikTok). The use of these digital tools has proven to expand market reach, enhance customer interaction, and contribute to increased sales and income. Meanwhile, the remaining 3 MSME owners who have not adopted digitalization tend to have limited market reach and face difficulties in competing. The findings imply that digitalization is a key factor in improving the competitiveness of agribusiness MSMEs. However, there is still a gap in technology adoption due to limitations in digital literacy, capital, and human resources. Therefore, training and assistance are needed to improve the digital capabilities of MSME actors.
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