EXPLORING DIGITAL TRANSFORMATION OPPORTUNITIES FOR MSMES: A PHENOMENOLOGICAL STUDY IN THE EASTERN INDONESIAN CULINARY SECTOR
-
Hasim La Baaji(1)
Business Administration Department, Universitas Terbuka
-
Serpian Serpian(2*)
Digital Office Administration Department, Politeknik Negeri Ujung Pandang
(*) Corresponding Author
Keywords:
Digital Transformation, MSMEs, Phenomenology
Abstract
Digital transformation offers substantial opportunities for Micro, Small, and Medium Enterprises (MSMEs) in Eastern Indonesia; however, its implementation remains constrained by infrastructural limitations, low levels of digital literacy, and cultural tensions. This study explores the lived experiences of culinary MSME actors as they navigate the complexities of digitalization, with the aim of understanding how they interpret, negotiate, and adapt to technological change. Adopting a phenomenology-based ethnographic approach, the research draws on in-depth interviews and documentation to capture rich, contextualized accounts of participants’ digital experiences. The findings indicate that digital transformation within these enterprises does not constitute a linear or fully autonomous shift toward modernization. Instead, it represents a process of “conditioned becoming modern,” characterized by constrained agency shaped by infrastructural barriers, selective adoption of digital tools, and strong dependence on family and community networks for knowledge exchange and skill acquisition. These results challenge the universal applicability of diffusionist perspectives, particularly Rogers’ Diffusion of Innovation theory, which tends to assume relatively homogeneous pathways of technology adoption. The study therefore underscores the importance of context-sensitive policies that integrate local cultural values, social structures, and infrastructural realities to foster inclusive and sustainable digital transformation among MSMEs.
Keywords: Digital Transformation; MSMEs; Phenomenology
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References
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Yutika, F. (2023). Adopsi aplikasi gobiz pada pelaku umkm makanan dan minuman di pontianak. TECHBUS, 1(1), 23-29. https://doi.org/10.61245/techbus.v1i1.2
Zahra, N., Putri, A., Kamilah, I., & Kuslaila, N. (2023). Analisis pengukuran faktor adopsi teknologi e-commerce pada pelaku umkm menggunakan framework toe. sitasi, 3(1), 12-20. https://doi.org/10.33005/sitasi.v3i1.558
Zomer, T., Neely, A., & Martinez, V. (2020). Digital transforming capability and performance: a microfoundational perspective. International Journal of Operations & Production Management, 40(7/8), 1095-1128. https://doi.org/10.1108/ijopm-06-2019-0444
Alam, S., Ramadhani, W., & Patmaniar, P. (2023). Transformasi digital umkm di indonesia selama pandemi. Journal Social Society, 3(2), 140-156. https://doi.org/10.54065/jss.3.2.2023.344
Anatan, L., & , Nur (2023). Micro, Small, and Medium Enterprises’ Readiness for Digital Transformation in Indonesia. Economies.
https://doi.org/10.3390/economies11060156.
Ausat, A., Astuti, E., & Wilopo, W. (2022). Analisis faktor yang berpengaruh pada adopsi e-commerce dan dampaknya bagi kinerja ukm di kabupaten subang. Jurnal Teknologi Informasi Dan Ilmu Komputer, 9(2), 333.
https://doi.org/10.25126/jtiik.2022925422
Bhabha, H. K. (2012). The location of culture. routledge.
Chen, Q., Lyu, X., & Chen, J. (2024). Identification and analysis of key factors affecting digital transformation of small and medium-sized manufacturing enterprises. Sage Open, 14(4). https://doi.org/10.1177/21582440241279693
Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
Cueto, L., Frisnedi, A., Collera, R., Batac, K., & Agaton, C. (2022). Digital innovations in msmes during economic disruptions: experiences and challenges of young entrepreneurs. Administrative Sciences, 12(1), 8.
https://doi.org/10.3390/admsci12010008
Fathurrahman, F. and Fitri, S. (2024). Transforming the finance of small and medium micro enterprises: unlocking growth through innovation in central lombok district. Jurnal Bina Praja, 16(1), 97-109. https://doi.org/10.21787/jbp.16.2024.97-109
Fauziyanti, W., Hendrayanti, S., Handayani, D., & Tamrin, M. (2023). Pelatihan peningkatan pemahaman kapabilitas inovasi dan kapabilitas teknologi informasi pelaku umkm kelurahan krapyak. Abdi Masya, 4(2), 113-119.
https://doi.org/10.52561/abma.v4i2.266
Garzoni, A., Turi, I., Secundo, G., & Vecchio, P. (2020). Fostering digital transformation of smes: a four levels approach. Management Decision, 58(8), 1543-1562. https://doi.org/10.1108/md-07-2019-0939
Hardilawati, W. (2020). Strategi bertahan umkm di tengah pandemi covid-19. Jurnal Akuntansi Dan Ekonomika, 10(1), 89-98.
https://doi.org/10.37859/jae.v10i1.1934
Hendrawan, S., Chatra, A., Iman, N., Hidayatullah, S., & Suprayitno, D. (2024). Digital transformation in msmes: challenges and opportunities in technology management. Jurnal Informasi Dan Teknologi, 141-149. https://doi.org/10.60083/jidt.v6i2.551
Honer, A. and R. Hitzler (2015). ‘Life-world analytical ethnog- raphy: a phenomenology-based research approach’, Journal of Contemporary Ethnography, 44(5), pp. 544–562.
Ilyas, R. (2024). The potential application of digitalization and economic growth of micro, small, and medium enterprises.. https://doi.org/10.4108/eai.21-10-2023.2343526
Isalman, I., Ramadhani, F., Ilyas, I., & Sahdarullah, S. (2022). Eksplorasi faktor pendukung dan penghambat adopsi e-commerce pada umkm di kota kendari. Jurnal Manajemen Dan Keuangan, 11(2), 244-258.
https://doi.org/10.33059/jmk.v11i2.3022
Istiyana, A. N., Hasyim, M., & Arif, M. R. (2024, February). The Effect of Big Data Media Social on Intellectual Capital: Evidence from Makassar SMES. In International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023) (pp. 692-705). Atlantis Press.
Legowo, M., Indiarto, B., & Prayitno, D. (2022). A conceptualization of the sme digitalization model to support the "sme-go digital" program in indonesia. Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.8.3.421
Li, L., Su, F., Wei, Z., & Mao, J. (2017). Digital transformation by sme entrepreneurs: a capability perspective. Information Systems Journal, 28(6), 1129-1157. https://doi.org/10.1111/isj.12153
Muditomo, A. and Wahyudi, I. (2021). Conceptual model for sme digital transformation during the covid-19 pandemic time in indonesia: r-digital transformation model. Baskara Journal of Business and Entrepreneurship, 3(1), 13. https://doi.org/10.24853/baskara.3.1.13-24
Nuraeni, F. (2023). Pengaruh layanan e-payment dan e-commerce terhadap kinerja supply chain: dalam digitalisasi usaha mikro, kecil, dan usaha menengah (umkm) di kabupaten karawang. El-Mal Jurnal Kajian Ekonomi & Bisnis Islam, 5(3), 1431-1444. https://doi.org/10.47467/elmal.v5i3.5033
Pattisahusiwa, S., Rahmadi, B., Sari, A., & Lenjau, S. (2024). Penerapan dan pemanfaatan platform digital dalam rangka peningkatan daya saing umkm desa lekaq kidau. JAN, 1(2), 54-60. https://doi.org/10.70392/jan.v1i2.5460
Piarna, R. and Fathurohman, F. (2019). Adopsi e-commerce pada umkm di kota subang menggunakan model utaut. Jurnal Ilmiah Ilmu Dan Teknologi Rekayasa, 2(1). https://doi.org/10.31962/jiitr.v2i1.13
Pradnya, P. and Yuniarta, G. (2024). Pengaruh digitalisasi umkm, persepsi atas informasi akuntansi, dan prinsip going-concern terhadap efektivitas pelaporan keuangan umkm sesuai sak emkm. Vokasi Jurnal Riset Akuntansi, 13(1), 138-149. https://doi.org/10.23887/vjra.v13i1.61332
Prakoso, S., Amalina, N., Erikawati, C., Aisah, N., & Danuari, A. (2023). Manajemen pengetahuan bisnis dalam transformasi digital sebagai sinergi internal process collaboration. Remik (Riset Dan E-Jurnal Manajemen Informatika Komputer), 7(1), 775-783. https://doi.org/10.33395/remik.v7i1.12156
Priyono, A., Moin, A., & Putri, V. (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), 104.
https://doi.org/10.3390/joitmc6040104
Rante, Y. (2025). Adopting Digital Marketing in Papua: Strategies and Barriers for MSMEs. Asian Journal of Economics, Business and Accounting. https://doi.org/10.9734/ajeba/2025/v25i101999.
Rogers, E. M., Singhal, A., & Quinlan, M. M. (2014). Diffusion of innovations. In An integrated approach to communication theory and research (pp. 432-448). Routledge.
Serpian, S. (2021). Peran Komitmen Organisasional sebagai Variabel Mediasi pada Pengaruh Budaya Organisasi terhadap Organizational Citizenship Behavior. Jurnal Bisnis dan Manajemen, 8(1), 100-106.
Serpian, S., Bambang, S., & Nayati, U. H. (2016). The effect of organizational culture and job satisfaction on organizational commitment, organizational citizenship behavior, and intention to leave. Russian Journal of Agricultural and Socio-Economic Sciences, 60(12), 157-169.
Setiawan, T., Susetyo, D., & Pranajaya, E. (2021). Edukasi literasi digital : pendampingan transformasi digital pelaku umkm sukabumi pakidulan. J-Abdi Jurnal Pengabdian Kepada Masyarakat, 1(7), 1599-1606. https://doi.org/10.53625/jabdi.v1i7.692
Squires, V. (2023). Interpretative phenomenological analysis. In Varieties of qualitative research methods: Selected contextual perspectives (pp. 269-274). Cham: Springer International Publishing.
Suliswanto, M. and Rofik, M. (2019). Digitalization of micro, small & medium enterprises (msmes) in east java, indonesia. Muhammadiyah International Journal of Economics and Business, 2(1), 34-43.
https://doi.org/10.23917/mijeb.v2i1.9380
Susano, A. (2024). Literasi digital pendampingan digitalisasi pada pelaku umkm di kecamatan tingkir kota salatiga. EduJPM, 1(1). https://doi.org/10.69726/edujpm.v1i1.2
Teng, X., Wu, Z., & Yang, F. (2022). Research on the relationship between digital transformation and performance of smes. Sustainability, 14(10), 6012. https://doi.org/10.3390/su14106012
Trenkle, J. (2020). Digital transformation in small and medium-sized enterprises.. https://doi.org/10.5771/9783748922131
Triono, S. (2019). Analisis teknologi, organisasional dan lingkungan terhadap adopsi teknologi informasi dan komunikasi pada umkm di kota bandung. Jurisma Jurnal Riset Bisnis & Manajemen, 9(1), 1-14.
https://doi.org/10.34010/jurisma.v9i1.1456
Van Manen, M. (2016). Researching lived experience: Human science for an action sensitive pedagogy. Routledge.
Vom Lehn, D. (2019). Phenomenology‐based ethnography for management studies and organizational analysis. British Journal of Management, 30(1), 188-202.
Wahyuningsih, R., Shanti, N., & Hanifah, R. (2024). Peran kontributif entrepreneurship ecosystem dan embedded finance terhadap transformasi bisnis digital umkm kota malang. Jurnal Manajemen Bisnis Dan Kewirausahaan, 8(4), 983-994. https://doi.org/10.24912/jmbk.v8i4.29493
Wulandari, W. and Nurhadi, Z. (2023). Pelatihan dan pendampingan digital marketing dan branding produk bagi pelaku umkm di daerah istimewa yogyakarta. Integritas Jurnal Pengabdian, 7(2), 425. https://doi.org/10.36841/integritas.v7i2.3487
Yutika, F. (2023). Adopsi aplikasi gobiz pada pelaku umkm makanan dan minuman di pontianak. TECHBUS, 1(1), 23-29. https://doi.org/10.61245/techbus.v1i1.2
Zahra, N., Putri, A., Kamilah, I., & Kuslaila, N. (2023). Analisis pengukuran faktor adopsi teknologi e-commerce pada pelaku umkm menggunakan framework toe. sitasi, 3(1), 12-20. https://doi.org/10.33005/sitasi.v3i1.558
Zomer, T., Neely, A., & Martinez, V. (2020). Digital transforming capability and performance: a microfoundational perspective. International Journal of Operations & Production Management, 40(7/8), 1095-1128. https://doi.org/10.1108/ijopm-06-2019-0444
Published
2026-03-07
How to Cite
Baaji, H., & Serpian, S. (2026). EXPLORING DIGITAL TRANSFORMATION OPPORTUNITIES FOR MSMES: A PHENOMENOLOGICAL STUDY IN THE EASTERN INDONESIAN CULINARY SECTOR. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 487-499. https://doi.org/10.35508/jom.v19i1.22066
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