Adaptasi Digital Pelaku UMKM di Desa Cibeber, Purwakarta, Jawa Barat, Indonesia

Abstract

This study aims to analyze the forms of digital adaptation among MSME actors in Cibeber Village, Purwakarta Regency, West Java, in improving business competitiveness. The study employed a qualitative approach using a descriptive method. Data collection techniques included in-depth interviews, observation, and documentation. Research informants consisted of MSME actors, village officials, and MSME facilitators selected through purposive sampling techniques. Data analysis used the interactive analysis model developed by Miles and Huberman, including data reduction, data presentation, and conclusion drawing. The results showed that the digital adaptation of MSME actors was carried out through the use of social media, marketplaces, digital payments, and online promotion. The utilization of digital technology helped MSMEs expand market reach, increase sales, strengthen customer relationships, and improve business competitiveness. However, the digital adaptation process still faced several obstacles, such as low digital literacy, limited technological skills, internet network constraints, and lack of training and assistance. This study indicates that digital adaptation plays an important role in supporting the development and sustainability of MSMEs in rural areas.

Keywords: digital adaptation, MSMEs, business competitiveness, digital marketing, Cibeber Village