DOI of the published article https://doi.org/10.21070/ups.10812
Implementation of MSME Digitalization as an Effort to Expand Market Access
Implementasi Digitalisasi UMKM Sebagai Upaya Perluasaan Akses Pasar
DOI:
https://doi.org/10.21070/ups.10812Keywords:
Digitalization Implementation, MSMEs, Expanding market accessAbstract
This study examines the implementation of MSME digitalization in expanding market access, focusing on MK Salted Egg MSME in Banjarsari Village, Sidoarjo Regency. A descriptive qualitative approach was used, with data collected through in-depth interviews, observations, and documentation. Informants were selected purposively, including the business owner, digital marketing manager, and consumers. Data were analyzed using the Miles and Huberman interactive model, guided by George C. Edward III’s policy implementation framework, which includes communication, resources, disposition, and bureaucratic structure. The results show that digitalization through social media and marketplace platforms significantly increased market reach, orders, and revenue. It also improved marketing practices and internal work systems. However, challenges remain, such as limited digital literacy, lack of continuous training, and ineffective policy communication. This study highlights that successful digital transformation depends on both technological adoption and human resource readiness, supported by consistent policy implementation
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