Conceptual Model for SME Digital Transformation during The Covid-19 Pandemic Time in Indonesia: R-Digital Transformation Model
DOI:
https://doi.org/10.54268/baskara.v3i1.8461Kata Kunci:
COVID-19, Digital Transformation, SMEAbstrak
Digital transformation is one that has been accelerated in response to the COVID-19 pandemic that has hit the world since the end of 2019. As a sector that has proven reliable in facing the SME crisis, it is encouraged to accelerate its digital transformation process due to the distance limitation policy imposed during the pandemic. This article aims to assess the importance of understanding the right digital transformation model for each SME, especially in taking advantage of the accelerated momentum due to the social restriction policies imposed during the COVID-19 pandemic, because choosing the right model will provide a better probability of successful transformation. This research is qualitative research through content analysis to produce a theoretical model construction of the digital transformation model for SMEs in Indonesia which we call the reasonable digital transformation model for SME (R-DT for SME). The conclusion obtained is that based on the mapping of the digital transformation of SMEs in Indonesia on the R-DT model, it can be concluded that: (1) The main trigger for DT UKM is the external driver, not many internal drivers have been found, especially during the COVID-19 pandemic. what is done is still reactive in nature and tends to only follow the steps of the transformation of other actors so as not to create a uniqueness of the said SMEs which will result in the loss of opportunities to have a competitive advantage over competitors; (2) In general, the implementers of DT UKM have set a strategic imperative for their decision to carry out digital transformation, but have not set a measurable milestones so that the digital transformation carried out cannot be measured the level of success; (3) DT which is done in general is to change some of the company's operations to digital, this shows the low digital maturity of SMEs in Indonesia today.Referensi
Allivia, S T. 2020. “Pengaruh Transformasi Digital Terhadap Strategi Komunikasi Pemasaran UMKM.” Studi Pustaka. http://kpm.ipb.ac.id/karyailmiah/index.php/studipustaka/article/view/8304.
Andriani, C, and Y Fitria. 2020. “PKM PENGEMBANGAN KAMPUNG ENTREPRENEUR BERBASIS DIGITAL MARKETING SEBAGAI MEDIA PROMOSI BAGI PELAKU UMKM DI KELURAHAN PASIE ….” Journal of Community Service.
Andriani, Dewi. 2020. “UMKM Didorong Adaptasi Di Masa Pandemi, Go Digital!” Bisnis.com. https://ekonomi.bisnis.com/read/20200908/12/1288568/umkm-didorong-adaptasi-di-masa-pandemi-go-digital (January 23, 2021).
Ardiani, W, and R Putra. 2020. “Pelatihan Berbasis Daring Dalam Penguatan Pemasaran Digital UKM Kota Medan.” Jurnal Abdidas.
Farizki, F I, R Salamah, T S R Mutiah, and ... 2020. “PENYULUHAN UMKM DI ERA NEW NORMAL DENGAN MEMPRIORITASKAN EKONOMI DIGITAL MARKETING.” SELAPARANG ….
Fitriasari, Fika. 2020. “How Do Small and Medium Enterprise (SME) Survive The COVID-19 Outbreak?” Jurnal Inovasi Ekonomi 5(02): 53–62.
Gallegos, Alicia. 2020. “WHO Declares Public Health Emergency for Novel Coronavirus | CHEST Physician.” Chest Physician. https://www.mdedge.com/chestphysician/article/216449/coronavirus-updates/who-declares-public-health-emergency-novel?channel=284&sso=true (January 23, 2021).
Hartanti, Hartanti, and Rina Oktiyani. 2020. “Pengembangan Strategi Pemasaran Ayam Barokah Melalui Digital Marketing.” Widya Cipta: Jurnal Sekretari dan Manajemen 4(2): 183–90. https://ejournal.bsi.ac.id/ejurnal/index.php/widyacipta/article/view/8791.
Henry Lucas et al. 2013. “Impactful Research on Transformational Information Technology: An Opportunity to Inform New Audiences.” MIS Quarterly 37(2): 371–82.
Kennedy, P S J, E Tampubolon, and ... 2020. “Simulasi Digital Marketing Kepada Peserta Webinar Di Jakarta Untuk Meningkatkan Ekonomi Keluarga.” IKRA-ITH ….
Kode, G. V.M., J. C. Ford, and M. M. Sutherland. 2003. “A Conceptual Model for Evaluation of Synergies in Mergers and Acquisitions: A Critical Review of The Literature.” South African Journal of Business Management 34(1): 27–38.
Komalasari, Yeyen, Eka Putri Suryantari, Ni Putu, and Dyah Krismawintari. 2020. “Strategi Digital Marketing Bagi Ukm Menghadapi Badai Pandemi Covid-19.” Seminar Nasional … (November): 79–82. https://jurnal.undhirabali.ac.id/index.php/SINAPTEK/article/download/1212/1063.
Kossowski, Julia, Annika Lenz, Erich Heumüller, and Sebastian Richter. 2020. “Digital Fitness-The Goal of Digital Transformation.” In UK Academy for Information Systems Conference Proceedings 2020., https://aisel.aisnet.org/ukais2020.
Krisnahadi, T. 2020. “Implikasi Covid Dengan Pemanfaatan Digital Marketing Terhadap Pendapatan Pelaku Usaha Kuliner Disekitar Obyek Wisata Pantai ….” Jurnal Ilmiah Mandala Education 4(4). http://ejournal.mandalanursa.org/index.php/JIME/article/view/1383.
Kristianus, Arnoldus. 2020. “Kemenkop UKM: 90% UMKM Terdampak Pandemi Covid-19.” Investor Daily Indonesia. https://investor.id/business/kemenkop-ukm-90-umkm-terdampak-pandemi-covid19 (January 23, 2021).
Lestari, P, and M Saifuddin. 2020. “IMPLEMENTASI STRATEGI PROMOSI PRODUK DALAM PROSES KEPUTUSAN PEMBELIAN MELALUI DIGITAL MARKETING SAAT PANDEMI COVID’19.” Manova (Jurnal Manajemen dan ….
Lita, R P, and S Surya. 2020. “Pengembangan Motif Berbasis Digital Pada Usaha Tenun Kubang H. Ridwan By Di Kabupaten Lima Puluh Kota.” Community Engagement and Emergence ….
Muzdalifah, Laily, Muhafidhah Novie, and Shofiyatus Zaqiyah. 2020. “Pemberdayaan Pelaku UMKM Menuju UMKM Go-Digital Di Era Pandemi Covid 19 Dan Era New Normal Bagi Pelaku UMKM Sidoarjo.” Seminar Nasional Sistem …: 2200–2208. https://www.jurnalfti.unmer.ac.id/index.php/senasif/article/view/296.
Nachit, Hicham, and Lhacen Belhcen. 2020. “Digital Transformation in Times of COVID-19 Pandemic: The Case of Morocco.” SSRN Electronic Journal (1).
Nurhavina, D. 2020. “Empowerment of Digital Based Msmes In Communities in The New Normal Era.” International Journal of Innovation Review. https://ijireview.com/ijir/article/view/14.
Papadopoulos, Thanos, Konstantinos N. Baltas, and Maria Elisavet Balta. 2020. “The Use of Digital Technologies by Small and Medium Enterprises during COVID-19: Implications for Theory and Practice.” International Journal of Information Management 55(June): 102192. https://doi.org/10.1016/j.ijinfomgt.2020.102192.
Pramawati, IDAT, K M D Putri, and ... 2020. “Implementasi Digital Marketing Pada UMKM Di Kabupaten Klungkung Dalam Meningkatkan Profit.” Jurnal Pendidikan ….
Priyatna, C C, FXAA Prastowo, and F Syuderajat. 2020. “DIGITAL MARKETING UNTUK USAHA MIKRO KECIL MENENGAH (Studi Kasus Pada Coffeestrip Bandung).” Dharmakarya. http://jurnal.unpad.ac.id/dharmakarya/article/view/29478/0.
Priyono, Anjar, Abdul Moin, and Vera Nur Aini Oktaviani Putri. 2020. “Identifying Digital Transformation Paths In The Business Model of SMEs During The Covid-19 Pandemic.” Journal of Open Innovation: Technology, Market, and Complexity 6(4): 1–22.
Purbasari, R, Z Muttaqin, and D S Sari. 2020. “Digital Entrepreneurship in Pandemic Covid 19 Era: The Digital Entrepreneurial Ecosystem Framework.” buscompress.com. http://buscompress.com/uploads/3/4/9/8/34980536/riber_10-s1_12_u20-071_114-135.pdf.
Rahatmawati, I, Y Istanto, and ... 2020. “Skill Empowerment for Crafts SMEs Managers in Facing Digital Marketing Demands (Case Study in Keparakan, Yogyakarta, Indonesia).” Proceeding of LPPM ….
Redjeki, F, and A Affandi. 2021. “Utilization of Digital Marketing for MSME Players as Value Creation for Customers during the COVID-19 Pandemic.” International Journal of Science and ….
Rizal, M, A Aslinda, M J Firman, and ... 2020. “Pemanfaatan Digital Marketing Bagi Pelaku UMKM Di Kelurahan Malakaji Kabupaten Gowa.” Seminar Nasional ….
Sadiyah, H, and I D Candra. 2020. “Managing Social Innovation In Crowdfunding Digital Platform.” Airlangga Journal of Innovation ….
Safitri, H, and V Vebriani. 2020. “Pelatihan Pemasaran Digital Pada UKM Cita Rasa Kecamatan Rasau Jaya Kabupaten Kubu Raya.” BULETIN AL-RIBAATH.
Santia, Tira. 2020. “Banyak UMKM Indonesia Akan Bangkrut Di Desember 2020? - Bisnis Liputan6.Com.” Liputan 6. https://www.liputan6.com/bisnis/read/4277806/banyak-umkm-indonesia-akan-bangkrut-di-desember-2020 (January 23, 2021).
Santoso, A, S Y Widowati, E Kurniawati, and ... 2020. “PEMASARAN ONLINE BAGI UKM MENUJU KESUKSESAN USAHA DI ERA DIGITAL.” Jurnal Graha ….
Saragih, M G. 2020. “Perkembangan Digital Marketing Di Masa Pandemi Covid-19.” Merdeka Kreatif di Era Pandemi Covid-19: Suatu …. https://books.google.com/books?hl=en&lr=&id=Nxv5DwAAQBAJ&oi=fnd&pg=PA85&dq=dampak+pandemi+covid19+terhadap+pemasaran&ots=GKovyhYEO8&sig=AaaintCLmyvFW0SZcQbfF4pdn2Q.
Sasongko, D, I R Putri, V N Alfiani, and ... 2020. “Digital Marketing Sebagai Strategi Pemasaran UMKM Makaroni Bajak Laut Kabupaten Temanggung.” Jurnal Ilmiah ….
Sudaryana, Y, S Sarwani, H Subur, and ... 2020. “… TEKNIS DIGITAL MARKETING SEBAGAI UPAYA DALAM MENINGKATKAN PENJUALAN IKM/UMKM DI KABUPATEN TANGERANG DI TENGAH PANDEMI COVID ….” Abdi Laksana: Jurnal ….
Suhardi, A R, V S Marinda, T Rohendra, and ... “PELATIHAN DIGITAL MARKETING PADA UMKM BINAAN KADIN JAWA BARAT DALAM MENGHADAPI ERA NEW NORMAL.” Jurnal Pengabdian ….
Sukma, A, N Hermina, and D Novan. 2020. “PENGARUH PRODUK, DISTRIBUSI DAN DIGITAL MARKETING TERHADAP MINAT BELI PRODUK UMKM BINAAN KADIN JABAR PADA SITUASI COVID-19.” MANNERS.
Taqiyya, R, and S Riyanto. 2020. “… Pemanfaatan Media Sosial Facebook Dan Whatsapp Untuk Memperluas Jaringan Pemasaran Digital Benih Sayuran Oleh Wafipreneur Di Masa Pandemi Covid-19.” Syntax Idea.
Taqiyya, Rahmah, and Sugeng Riyanto. 2020. “Strategi Pemanfaatan Media Sosial Facebook Dan Whatsapp Untuk Memperluas Jaringan Pemasaran Digital Benih Sayuran Oleh Wafipreneur Di Masa Pandemi Covid-19.” Syntax Idea 2(10): 813–26.
Verhoef, Peter C. et al. 2019. “Digital Transformation: A Multidisciplinary Reflection and Research Agenda.” Journal of Business Research 122(July 2018): 889–901.
Wibowo, N M, K Karsam, Y Widiastuti, and ... 2020. “Penciptaan Keunggulan Bersaing Ukm Batik Melalui Penerapan Teknologi Pengering Batik Dan Digital Marketing.” … dan Corporate Social ….
Zahiroh, M Y. 2020. “Cybersecurity Awareness and Digital Skills on Readiness For Change in Digital Banking.” Li Falah: Jurnal Studi Ekonomi dan Bisnis ….
Zaoui, Fadwa, and Nissrine Souissi. 2020. “Roadmap for Digital Transformation: A Literature Review.” In Procedia Computer Science, Elsevier B.V., 621–28. https://doi.org/10.1016/j.procs.2020.07.090.
##submission.downloads##
Diterbitkan
Terbitan
Bagian
Lisensi
In order for Baskara: Journal of Business and Entrepreneurship to publish and disseminate research articles, we need publishing rights (transfered from author(s) to publisher). This is determined by a publishing agreement between the Author(s) and Baskara Journal. This agreement deals with the transfer or license of the copyright of publishing to Baskara: Journal of Business and Entrepreneurship, while Authors still retain significant rights to use and share their own published articles. Baskara : Journal of Business and Entrepreneurship supports the need for authors to share, disseminate and maximize the impact of their research and these rights, in any databases.
As a journal Author, you have rights for a large range of uses of your article, including use by your employing institute or company. These Author rights can be exercised without the need to obtain specific permission. Authors publishing in Baskara : Journal of Business and Entrepreneurship have wide rights to use their works for teaching and scholarly purposes without needing to seek permission, including:
- use for classroom teaching by Author or Author's institution and presentation at a meeting or conference and distributing copies to attendees;
- use for internal training by author's company;
- distribution to colleagues for their reseearch use;
- use in a subsequent compilation of the author's works;
- inclusion in a thesis or dissertation;
- reuse of portions or extracts from the article in other works (with full acknowledgement of final article);
- preparation of derivative works (other than commercial purposes) (with full acknowledgement of final article);
- voluntary posting on open web sites operated by author or author’s institution for scholarly purposes.
Copyright Transfer Agreement for Publishing (Publishing Right)
The Authors who submit manuscript has to understand that if accepted for publication, mean that all copyright and publishing right of the article shall be assigned/transferred to Baskara: Journal of Business and Entrepreneurship as assigned publisher.
- CC BY-NC: This license allows reusers to distribute, remix, adapt, and build upon the material in any medium or format for noncommercial purposes only, and only so long as attribution is given to the creator.
It includes the following elements:
BY 
– Credit must be given to the creator
NC 
– Only noncommercial uses of the work are permitted
Baskara (C) Copyright (2022):
BASKARA: Journal of Business and Entrepreneurship by https://jurnal.umj.ac.id/index.php/baskara
is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
